1. Hostile social media:
How would you handle it?
Steph Gray
socialsimulator.com

2. Bad news travels faster

3. So what makes a social media crisis?
Image: http://adage.com/article/digitalnext/social-media-screw-ups-
a-big-missteps/146314/

6. Retail
Oil & Gas
Aviation
Pharma
Defence Financial Services

8. A new style of journalism

9. Source: http://www.guardian.co.uk/uk/interactive/2011/dec/07/london-riots-twitter

10. Hostile campaigns are evolving, as are the responses
Source: http://arcticready.com/ &
http://www.youtube.com/watch?v=NMUFci_V
4mU

11. http://www.slideshare.net/EdelmanInsights/global-deck-2013-edelman-trust-barometer-16086761
Social media has given us more access to sources we trust

12. What’s different, what’s the same?
Same Different
• Ownership - clear roles and
responsibilities still key
• Mainstream media has a
vital role
• People want clear,
straightforward information
• Speed & depth
• Social media is driven by
trust in people, rather than
organisations
• People have the tools to
investigate, speculate and
mobilise

13. So how would you do it?

18. A
B
Just delete the
tweet quickly
Delete, and post
an apology

20. A
B
Respond to the
forum thread
Leave it

22. A
B
Make the film
Don’t make it

24. A
B
Block the user,
report to Facebook
for brand violations
Comment on the
page

27. How to respond well in social media to a crisis
1. Social media rewards fast, human responses in line
with your brand personality
2. Become a credible, transparent source of information
3. Avert problems: set rules for your channels, manage
expectations, monitor actively, build relationships
4. Integrate social media response into your crisis
planning: including resourcing and approvals

28. Developing the skills to
handle social media in a
crisis
socialsimulator.com
@socialsimulator
020 3012 1024
hello@socialsimulator.com