Social media crises are handled poorly by and large. Businesses are quite surprised when they find their "Social Media Management Policy" has failed to stop a crisis and then have no idea how to react. It is true that social media (including social networks, such as Facebook and Twitter, as well as forums and review sites incorporating social feedback, such as Trip Advisor) present new threats to businesses by enabling any individual to post harmful information which could quickly 'go viral'. However these new threats are no different to other business threats, in that they can be effectively handled using well established risk management techniques. In this presentation we walk through some of the threat scenarios presented by social media then outline a framework for managing the threats. Read full article here: http://boomtasticapps.com/414-social-media-crisis-management

1. Social Media Management
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5. 4,570,953 Likes
216,205
Followers
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8. 416,874 Likes
Page
managed
9am-5pm
Mon-Fri
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12. 1,733,637 Followers
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17. “It is better
to be looked
over than to
be overlooked”
- Mae West
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18. Facebook:
665 million active daily users
1.1 billion active monthly users
Twitter:
Over 500 million accounts
Over 20,000 Tweets per minute
1 Billion Tweets every 5 days
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Sources: statisticbrain.com
Facebook Q1 2013 Earnings
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22. Burger King’s Twitter Account
Before the hack:
80 thousand followers
Within one hour:
116 thousand followers
Seven months later:
344 thousand followers
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24. Seriously though… Don't Panic
Anyone who hypes is selling you something
Simply an extension to Risk Management
Even viral stories lose momentum
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26. Social Media Policy:
Who is authorised to post
Consequences of a breach
... each situation is unique
Useless unless can be
enforced
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28. Risk Management
Crisis Management Team:
1. Plan
2. Mitigate Risks
3. Act on Mishaps
4. Reassess
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29. High
Reduce
Reject
Medium
Accept
Reduce
Reduce
Low
Accept
Accept
Reduce
Low
Impact
Reduce
Medium
High
Probability
ALARP: As Low As Reasonably Practicable
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30. High
Impact
Medium
Low
Reduce Reduce
Reduce
Probability
Reject
Accept
Reduce
Accept
Reduce
Accept Reduce
Impact
Low
Medium
Reduce
High
Probability
Reduce Impact and / or Probability
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31. Sample Mitigations
Training / Awareness
Grievance procedures
Sharing information
Impact to business and jobs
Gain supporters in/outside
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33. Monitor
Automated Google alerts
Social Media search sites
– socialmention.com
– whostalkin.com
– wheretweeting.com
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34. Act
Reaction time based on popularity
Triage:
– No way out: make comfortable
– Will get better on its own: leave
– Will get better with help: address!
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35. Act: Repeat until settled:
1.
Join the conversation. Often.
– Empathise / Update
– Do not defend
– Do not attack
2. Address the problem!
See it as an Opportunity!
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37. Did you get it right:
The
The
The
Adjust
Plan? The Team?
Risks? The Mitigations?
Monitoring? The Actions?
and Repeat!
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39. Extension of your Risk Management
Plan – Mitigate – Monitor – Act – Reassess
Educate, don’t dictate
Don’t panic – opportunity to win customers
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