How to deal with a social media crisis, by social media management agency eModeration and PR company Carrot Communication

3. http://www.greenpeace.org.uk/file
s/po/index.html

4. 1 What issues are you likely to face?
2 Which are avoidable, and which unavoidable?
3 What action do you need to take to avoid a crisis?

8. VIDEO: EMBED CODE
http://youtu.be/yK5SzV4OBF0

11. "The information provided by the BBC [on
child labour being used by one of Primark‟s
subcontracted factories in India] enabled
us to identify that illegal sub-contracting
had been taking place and to take action
accordingly"

14. VIDEO EMBED CODE:
http://youtu.be/A5zs5fUhspE

15. The situation room

16. Monitors for
Oversees the Measurement
and research
mentions and
overall crisis issues
response PR and
Tech Support Reputation
Management
Defines
Communications strategy and
Director works with CM
Legal
Customer to deliver
Support
message
Community
Marketing
Management Works with all
teams and leads
communication
style

17. Measurement
and research
 Access to mobile / home
Tech Support
PR and
Reputation
numbers/ time zones
Management
 Access to passwords and
Communications
platforms
Legal
Director
Customer  Clear defined escalation
Support
paths including any 3rd party
Community
contacts (PR, Community
Marketing
Management
etc.)

18.  Social media will influence your crisis
response
 Consumers contact you over
Facebook, Twitter…
 …and share rumours with each other
on forums

19.  Why are you monitoring?
 What to look for: cut out the
chatter
 When to react and when not
to
 Monitor own channels

22. • LOFT: a brand of Ann Taylor
• LOFT faced criticism over
photos of size zero models
on its Facebook page
• Customers demanded to
see „real women‟ wearing
the trousers

23. • LOFT responded by replacing
the size zero models with
pictures of real women – staff
from LOFT‟s office – modelling
the cargo pants
“Love this idea!!! Thank you so much for
• The result: glowing praise from using a real person, makes a world of
difference!”
customers; 800 positive reviews
of the new cargo pants in
prominent news sites, and an
additional 10,000 Facebook
fans

24. Be in the conversation…

26. .. When you’re in the wrong

27.  Manage your reputation before the crisis
 Community managers are first line of defence
 Identify your ambassadors: they’ll defend you
publicly

28. Crisis tools

29.  Documented policies: operations,
stakeholders and communications
 Social media policies
 Escalation processes
 Infrastructure
 Communications materials
 Spokespeople
 Community management

30.  Speed, speed, speed!
 Talk to consumers
 Measure their reaction
 Remember all your channels
 Prepare for mass hysteria
 Disregard for laws (libel, contempt)
 Avoid firestorms

32. 1. Contact your crisis team 6. Communicate
and agencies consistently
2. Assess the crisis level 7. Keep an appropriate tone
3. Agree the appropriate of voice
response 8. Escalate serious issues
4. Decide if you need to take 9. Monitor what’s being said
business action an on what channels
5. Agree channels for 10. Review crisis handling and
communication results
Or visit www.bunkerbriefing.com

33. http://www.bunkerbriefing.com
@eModeration
@Carrotcomms