On this short session with Writer's Block Philippines, we discussed the "four horsemen" of a social media apocalypse. We also touched briefly how to use social listening to spot a potential crisis - and also potential content opportunities. For questions, please feel free to reach out.

1. FOUR HORSEMEN OF
(A SOCIAL)
APOCALYPSE
Crisis Management in Social
Writer’s Block Philippines
Jason Cruz © 2016
jsncruz

2. BEFORE WE BEGIN
Comments, thoughts, and tags:
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Questions?
jasoncruz2388@gmail.com
#WritersBlockPH

3. “
”
…a difficult or dangerous
situation that needs serious
attention.
MERRIAM-WEBSTER’S LEARNER’S DICTIONARY
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4. #WritersBlockPH
Reference: BP Oil Spill Parody video

5. TRUTH:
NOT EVERY BAD THING TO
HAPPEN TO A BRAND OR
BUSINESS IS A CRISIS
Image by Jason Howie
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6. THERE ARE FOUR PLAYERS, TAKEN
TOGETHER, THAT DETERMINE
WHEN SOMETHING IS A CRISIS.
Image: Wikipedia
Mention Volume
over Time
Source
Influence
Online-Offline
Crossover
Contextually
Correct
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7. Image by Jason Howie
MENTION VOLUME OVER TIME IS THE ABSOLUTE
NUMBER OF MENTIONS OF A KEYWORD/
PHRASE, TAKING INTO CONSIDERATION A
SPECIFIC TIMEFRAME TO ‘LISTEN IN’.
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8. Image by Jason Howie
SOURCE INFLUENCE IS THE ACTUAL AND
PERCEIVED CLOUT OF THE MENTION SOURCE.
THIS AFFECTS THE POTENTIAL IMPACT OF ONLINE
CONVERSATIONS.
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9. Image by Jason Howie
ONLINE-OFFLINE CROSSOVER IS HOW MUCH
INTEREST THE KEYWORD/PHRASE RECEIVES
ONLINE, AND HOW IT CROSSES BORDERS INTO
THE NON-DIGITAL SPACE.
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10. Image by Jason Howie
CONTEXTUALLY CORRECT IS THE POTENTIAL
EFFECT OF ONLINE MENTIONS IN RELATION TO
HOW MUCH IMPACT IT COULD HAVE TO A
BRAND, BUSINESS, OR COMMUNITY.
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11. ONE OR TWO MAY NOT
NECESSARILY SIGNAL A
CRISIS IS ON ITS WAY – BUT
ALL FOUR? DANGER.
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12. MOCK CASE:
GIVEN THE PARAMETERS AND DETAILS OUTLINED
BELOW, IS THE BRAND CURRENTLY FACING A
POTENTIAL SOCIAL MEDIA CRISIS?
Case Brief
• A news report on Soda Z allegedly
causing a man to die (after daily
consumption of 10L of Soda Z for 5
years).
• Total mentions: 1000 tweets; a
Facebook post with the news report
(shared 50 times); steadily picking up
re-writes on blogs.
Parameters
• There is proof that the death was
partially caused by Soda Z side-effects.
• The news report was local.
• The actual case occurred in South
Africa.
• The actual case happened in 2006.
• Timeframe from first mention to being
spotted was two (2) days.
• The most influential mention source
has 350 followers, and on average
tweets twice daily; average mention
sharer has 120 followers/friends.
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13. CONCLUSION:
THERE IS NO CRISIS,
BUT THE BRAND SHOULD
STILL MONITOR IT CLOSELY
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14. HOW DO WE OBSERVE
THESE ONLINE
CONVERSATIONS?
Image by Jason Howie
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15. “
”
The three elements of social
listening are mining,
monitoring, and measuring.
GIBSON PATTERSON, RAZORFISH
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16. Image by Jason Howie
MINING IS THE ACT OF ACTIVELY SEARCHING
FOR SPECIFIC KEYWORDS AND/OR PHRASES.
Sample word cloud generated from mining the keyword, “iPhone”.
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17. Image by Jason Howie
MONITORING IS THE ACT OF ACTIVELY
WATCHING ONLINE CONVERSATIONS BASED
ON PREDETERMINED KEYWORDS AND/OR
PHRASES TO SPOT POSSIBLE TRENDS.
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Reference: An example of a social media command center.

18. Image by Jason Howie
MEASURING IS THE ACT OF CALCULATING
ONLINE CONVERSATION STATISTICS TO PREDICT
THE POSSIBLE IMPACT OF THE ONLINE
CONVERSATIONS BEING MONITORED.
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Reference: HootSuite sample dashboard.

19. SUMMARY:
1. IT’S NOT A CRISIS UNTIL THE
THE FOUR HORSEMEN ARE
COMPLETE.
2. MINE, MONITOR, MEASURE.
#WritersBlockPH

20. THANK YOU!
Social Media
jsncruz
Email
jasoncruz2388@gmail.com
#WritersBlockPH