5th annual social media law conference
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Presentation on social media and issue and crisis management to the 5th Annual Social Media and Law Conference held in Toronto in June
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5th annual social media law conference
- 1. June 9, 2015 Discover Create Connect The Social Web + Crisis 5th Annual Social Media Law Conference June 8, 2015, Toronto
- 2. Negative sentiment posted on social by a user that requires a reaction from the company Social Media Issue
- 3. A negative social media issue that is amplified broadly and receives online and offline media attention Social Media Crisis
- 4. Retain or recover: 1. Corporate reputation 2. License to operate 3. Social license to operate SM Crisis + Issue Management
- 5. Social Web Issues | Crises Fast + furious + formidable
- 6. 6 The social web makes issues more frequent and potentially damaging for reputation
- 7. Features of the social web issue/crisis Presumption of guilt Expectation for empathy Information Asymmetry Lack of context Scope, scale and reach are broad and deep Immediate Intense
- 8. The Social Web Issues | Crises Usually our own fault
- 9. “Nothing is funnier than unhappiness, I grant you that. Yes, yes, it’s the most comical thing in the world.” Samuel Beckett
- 10. Why do they do this shit?????
- 11. Why do they do this shit?????
- 12. Reddit meltdown An ‘AMA that went sideways for a politician . . . http://www.dailydot.com/politics/paul-alves-toronto-ama-rob-ford/
- 13. Smucker’s smacked Removing comments opposing its stand on GMOs from its Facebook page . . .
- 14. #hashtag #fail Trying to highjack a hashtag . . .what were they thinking?
- 15. #hashtag #fail — 2 Seaworld sinks fast with ill-advised #AskSeaWorld
- 16. Even emojis can be minefields Apple releases new ‘diverse’ emojis . . . what were they thinking?
- 17. Oh politicians . . . . Rand Paul’s website becomes Twitter target
- 18. And magazine editors . . . . Is insensitivity endemic in publishing world (Think Justine Sacco)?
- 19. And just plain lame Sometimes brands are lucky their silliness only causes groans . . .
- 20. Risk Management | Risk Mitigation Success isn’t that tough
- 22. How you respond will affect. . . Reputation Marketing strategy Customer confidence Trust
- 23. Successful social risk mitigation requires: 1. Listening 2. Knowing social ‘rules’ 3. Understanding the social context 4. Being willing to make quick decisions 5. Being comfortable with chaos 6. Having patience to wait out the worst 7. Defining clear rules of engagement 8. Helping executives understand social
- 24. June 9, 2015 Surviving Be human | be creative
- 25. Timeliness “Dance first. Think later. It’s the natural order.” Samuel Beckett Responsiveness (Listen and Inform) “Words are all we have.” Samuel Beckett Remove Offense “Out, damn’d spot! Out, I say!— One; two: Why, then ‘tis time to do’t” Macbeth, Shakespeare
- 26. Sincerity, Honesty, Apology “The fool doth think he is wise, but the wise man knows himself to be a fool.” As You Like It, Shakespeare “Never ruin an apology with an excuse.” Benjamin Franklin Address Misinformation “In the landscape of extinction, precision is next to godliness.” Samuel Beckett
- 27. Commit to a fix “Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.” Samuel Beckett Be human “The fault, dear Brutus, is not in our stars but in ourselves.” Julius Caesar, Shakespeare
- 28. Talk and show “Love looks not with the eyes but with the mind.” Midsummer Night’s Dream, Shakespeare
- 30. Are you ready?
- 31. Understand Twitter Instagram Facebook Snapchat Establish policies and protocols before you need them Learn social dynamics Have your own platforms
- 32. June 9, 2015 Boyd Neil SVP and Senior Digital Strategist www.boydneil.com @boydneil 416.413.4626 boyd.neil@hkstrategies.ca Graphics thanks to http://blog.hubspot.com/marketing/75-free-stock- photos-im-ht
Notas del editor
- Disagree with Ed . . . I think it is set up that way Do agree with him about keeping up with the platforms . . . Messaging apps Pandora’s box has been opened . . . Could not stop if you wanted I am a relatively open book
- So let’s begin with establishing common ground An issue is anything that a user posts with negative sentiment that requires a response from the company. By this definition what we call a social media crisis isn’t so much . . . Many of the singular events on social media are just that — one time only events in which the damage to reputation MAY BE — and I stress MAY BE — minimal and time limited. The problem is assessing which ones are singular, time limited and minimal and which ones can undercut years of brand building. For this reason alone, most of the negative events on the social web that happen to organizations can be treated — from a communications perspective — as issues
- A crisis is . . . Many of the crisis events on the social web are a result of missing issue management policies and protocols, hesitancy or real time mismanagement
- Any approach to managing negative sentiment should have as its goal to . . . .
- Let’s start by stating categorically that the social web …
- Difficult to shine a light on dark or semi-dark social interaction
- Sometimes the way the social world seems to us . . . There is a kind of emotional contagion that happens when companies make egregious missteps on social.
- But the fact is some of the things that happen can leave you scratching your head.
- Paul Alves scheduled an Ask Me Anything on Reddit Accused the city of wasting $10 million on the Dufferin station renovation Someone challenged his vagueness and compared his comment to “Ford-calibre bluster’ Went ballistic and threatened to sue . . . Redditors pounced . . . He apologized
- Said they” remove posted content — including those those related to GMO and other political campaigns — that includes political commentary, deceptive and misleading claims, or are simply repeated postings and spam.” Marybeth Burns, VP corporate communications Were calls for consumer boycotts . . . Didn’t amount to much Always good to have recourse to your community guidelines.
- A hashtag to focus discussion on a personal experience with domestic abuse . . . An egregious example of a brand using a trending topic without understanding the context
- After dealing with many questions after the 2013 Blackfish documentary . . .accused it of poor management practices in looking after the fish . . . And attempt to be more transparent The most interesting question never answered . . . ‘Where does the poop go’? Similar things happened when the NYPD had an ‘ask me’ hahstag.
- In a deleted tweet, Clorox asked ‘Where’s the bleach? in relation to the new symbols, some of which have darker skin tones
- Eliasbeth von Thurn und Taxis style editor at large for Vogue from Paris Fashion Week . . .she apologized
- Timeliness example . . . If there are ten negative user posts in 30 minutes, then act quickly Remove your offensive comment if that is being called out, but don’t close your wall . . . Can be viewed as censorship . . . And people will just switch platform
- Apologies that don’t work . . Blame the victim: “I deeply regret that people misunderstood our intentions” Saddened by the impact apology without any recognition of one’s own role Deflecting responsibility apology . . . “We are very sorry we were misled by . . . “ Skirting personal responsibility . . . “We are sorry your personal information was hacked from our systems: Offshore hacking is a huge problem in the financial services industry
- Fix your internal processes + fix the problem Act human . . .
- Helena in Midsummer Night’s Dream She could also have said heart When managing a really serious issue on social, use all your platforms so that you each the minds and hearts of as many people as you can
- Buffer – social sharing platform that suffered a data breach
- Issue policies