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CRISIS
COMMUNICATIONS
INACRISIS?
•  Be attentive, be human. 
•  Respond quickly.
•  Speak with a consistent "
message.
•  DO NOT delete negative...
SUSANG.KOMEN
WHATWENTWRONG
•  Did not respond immediately
•  Defensive stance
•  No remorse
•  Did not address key "
audiences
•  Incon...
BYTHENUMBERS
FACEBOOK
•  Average 20 negative posts about Komen every minute
•  Komen’s Facebook page saw a 288 percent inc...
RESPONSETIMES
•  Planned Parenthood 
 
Consistent and frequent
•  Susan G. Komen 
 
Began at height of crisis
•  It took S...
LOCALEXAMPLE
TIMELINE
•  Event happened – December 31
•  Original post by mother around 10am, January 1
•  First post to ACAC 11am 
•  ...
ACACMIDLOTHIANANDTHEPOWEROFANETWORK
ACACMIDLOTHIANTODAY
RVABREASTFEEDS
CAMPAIGNRECAP
BEFOREANDDURINGA
CRISIS
DONOW
•  Form a Team
•  Set up a Crisis Protocol
•  Create a pool of talented and trained champions
•  Do work around wors...
CONSISTENTMESSAGESANDMEDIATRAINING
TIPSDURINGACRISIS
•  Communicate with honesty, candor and openness while
acknowledging risk
•  Collaborate and coordinate ...
REALTIMECOMMUNICATION
CRISISFAQS
•  Acknowledgement of the crisis
•  Details about the occurrence
•  Photos or videos, if available
•  How the o...
AMBASSADORS
WHYCREATEANDFINDCHAMPIONS
1. The power of a "
testimonial will outperform "
anything you create. 
2. Champions can open "
...
WHEREARETHEY?
•  Your email newsletter – who is clicking and opening?
•  Twitter – who is engaging?
•  Facebook – who is e...
HOWTOGETCONTENTSHARED
•  Appeal to people’s motivation to connect
•  Inspire Trust
•  Keep your messages simple
•  Use hum...
AFTERACRISIS
USESTORIESTOREGAINSUPPORT
•  Gather the troops and refocus back on your mission
•  Use powerful stories in the words of cl...
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill
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Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill

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Learn how to avoid or deal with a social media nightmare by developing a crisis management communication plan. Chocked full of case studies, this session will help you prepare you and your staff for the right mindset when something goes wrong in your organization.

Publicado en: Redes sociales
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Social Media for Nonprofits Conference 2016 - Avoiding a Social Media Disaster - Sarah Milston, The Sparkmill

  1. 1. CRISIS COMMUNICATIONS
  2. 2. INACRISIS? •  Be attentive, be human. •  Respond quickly. •  Speak with a consistent " message. •  DO NOT delete negative " comments. •  Respond and invite " communication off line.
  3. 3. SUSANG.KOMEN
  4. 4. WHATWENTWRONG •  Did not respond immediately •  Defensive stance •  No remorse •  Did not address key " audiences •  Inconsistent message •  Turned off comments on" you tube
  5. 5. BYTHENUMBERS FACEBOOK •  Average 20 negative posts about Komen every minute •  Komen’s Facebook page saw a 288 percent increase in negative posts with a 99 percent decrease in “likes” per comment TWITTER •  Anti-Komen to pro-Komen tweets numbered 80 to 1 •  Twitter mentions focused on Komen at a rate of 2 to 1 ( •  Komen saw a 32,731% increase in Twitter mentions the week after the story broke, averaging 457,301 per day, up from 1,399 in a typical day" (http://cssc.uscannenberg.org/cases/v2/v2art4/)
  6. 6. RESPONSETIMES •  Planned Parenthood Consistent and frequent •  Susan G. Komen Began at height of crisis •  It took Susan G. Komen 7 days before they admitted mistakes in the handling of the situation. (http://www.slideshare.net/pedsync/susan-g-komen-social-media-backlash-pr-disaster-recovery)
  7. 7. LOCALEXAMPLE
  8. 8. TIMELINE •  Event happened – December 31 •  Original post by mother around 10am, January 1 •  First post to ACAC 11am •  Apology 5:53pm •  CBS Channel 6 10pm •  As of April shared " 5,846 times
  9. 9. ACACMIDLOTHIANANDTHEPOWEROFANETWORK
  10. 10. ACACMIDLOTHIANTODAY
  11. 11. RVABREASTFEEDS
  12. 12. CAMPAIGNRECAP
  13. 13. BEFOREANDDURINGA CRISIS
  14. 14. DONOW •  Form a Team •  Set up a Crisis Protocol •  Create a pool of talented and trained champions •  Do work around worst case scenarios
  15. 15. CONSISTENTMESSAGESANDMEDIATRAINING
  16. 16. TIPSDURINGACRISIS •  Communicate with honesty, candor and openness while acknowledging risk •  Collaborate and coordinate with credible sources •  Meet the needs of the media and remain accessible •  Communicate with compassion, concern and empathy •  Accept uncertainty and ambiguity http://www.cision.com/us/2015/06/6-social-media-musts-for-crisis-communication/
  17. 17. REALTIMECOMMUNICATION
  18. 18. CRISISFAQS •  Acknowledgement of the crisis •  Details about the occurrence •  Photos or videos, if available •  How the organization found out •  Who was alerted, when, and how •  Specific actions taken in response •  Real or potential effects •  Steps taken to prevent future occurrence •  Contact information for real people at your company (http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how- to-manage-a-social-media-crisis/)
  19. 19. AMBASSADORS
  20. 20. WHYCREATEANDFINDCHAMPIONS 1. The power of a " testimonial will outperform " anything you create. 2. Champions can open " doors faster than you can. 3. It isn’t marketing, " its genuine.
  21. 21. WHEREARETHEY? •  Your email newsletter – who is clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
  22. 22. HOWTOGETCONTENTSHARED •  Appeal to people’s motivation to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine
  23. 23. AFTERACRISIS
  24. 24. USESTORIESTOREGAINSUPPORT •  Gather the troops and refocus back on your mission •  Use powerful stories in the words of clients and supporters

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