13. Movie Quotation
• “This is the part in the movie where the guy
says ‘Zombies? What zombies?’ just before
they eat his brains. I don’t want to be that
guy”
16. Scanning
• New Channels (information sources)
– Blogs
– Micro-blogs
– Social networks
– Content creation
• New Tools (analysis)
• New Risks
• New Challenges for Preventative Action
20. Why the concern?
• Negative comments can damage reputation
• Reputation is a valuable asset
• Threat
– Further negative messages (legacy and social
media)
– Financial loss
21. Sources of social media crises
Organizational
Misuse
Dissatisfied
Challengers
Customers
Social
Media
Crisis
25. Dissatisfied Customers
• Customer relations, not a crisis
– Resolve the concern (opportunity & transparency)
Crisis Connection
• Warning of a product harm
26. Challenges
• Stakeholder claims organization is acting in
irresponsible manner
– Threat to CSR claims
– Threat to reputations
• Crisis Connection
– Sustained and spreading
28. SM Type
Response
Objectives
Customer Service
Recognize problem
Apologize
Corrective action
End coverage
Retain customers
Acceptance of message
Misuse SM
Recognize problem
Apologize
Corrective action
Repair reputation
End coverage
Acceptance of message
Challenge
Make changes
Refute changes
Repair reputation
Acceptance of message
End coverage (not all the time)
29. Review
• Monitor social media
• Consider value in responding
– Act on customer complaints
– Do not respond to trolls
• Correct factual errors
• Review social media efforts
30. Preparation
• Crisis management plan (CMP) linked to social
media policies
• Crisis team includes social media manager
• Templates for social media
• Establish presence
• Spokesperson video
32. Like Zombies
• New view
– Magic to Virus
– Operational to Reputational
• Do not manage like a zombie
– Lack strategy
– Ignore social media
• Key to both is quick, offensive attack