Social Media Crises & Zombies

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    21-Oct-2014
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Shows how fighting social media crises is much like fighting modern zombies.

Transcript of Social Media Crises & Zombies

Crisis, Social Media& Zombies

Crisis, Social Media& Zombies

Dr. W. Timothy CoombsNEMO Visiting ProfessorLund University, Helsingbog Campus

Crisis preparedness?

Social Media Aspects

Zombie value

CDC web visits from 3,000 in a week to 30,000 Twitter followers from 12,000 to over 1.2 million

May of 2011 CDC posted a blog entitled Preparedness 101: Zombie Apocalypse.How to prepare for a zombie attackDisaster plansDisaster kits

5

Past Failure

Lessons

SocialMedia

=

Tactic

Strategy

Message Design

Objectives

Accountability

Crisis Lifecycle

Key Points

Prevention & MitigationPreparationConclusion

Social Media Crises

Concerns that arises in or is amplified by social media and can harm the organization

Parallels

ZombiesSpread by virusEat brains

Social Media CrisesSpread like virusEat reputations

Movie Quotation

This is the part in the movie where the guy says Zombies? What zombies? just before they eat his brains. I dont want to be that guy

Prevention Mitigation

First Concern with Zombies

Where are they?

Scanning

New Channels (information sources)BlogsMicro-blogsSocial networksContent creationNew Tools (analysis)New RisksNew Challenges for Preventative Action

Paracrisis

Crisis threat that is managed in public view, looks like a crisisRespond or notHow you respond

Private problems are now publicNegative information weighed more that positive information

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Intended Effects

ReduceReputational damageAnger & AnxietyPreserve purchase intentionMinimize media coverageAmount & DurationPromote acceptance of crisis messageProtect public safety (minority)

Why the concern?

Negative comments can damage reputationReputation is a valuable assetThreatFurther negative messages (legacy and social media)Financial loss

Sources of social media crises

Bigger Picture

When is term crisis warranted?

Do not overreactThere are incidents

Organizational misuse

Inappropriate use (competence)Apologize and correctCrisis ConnectionPurposeful misuse (moral)

Dissatisfied Customers

Customer relations, not a crisisResolve the concern (opportunity & transparency)Crisis ConnectionWarning of a product harm

Challenges

Stakeholder claims organization is acting in irresponsible mannerThreat to CSR claimsThreat to reputationsCrisis ConnectionSustained and spreading

Second Concern with Zombies

How to kill them

SM Type

Response

Objectives

Customer Service

Recognize problemApologizeCorrectiveaction

End coverageRetaincustomersAcceptance of message

MisuseSM

Recognize problemApologizeCorrectiveaction

Repair reputationEnd coverageAcceptanceof message

Challenge

Make changesRefutechanges

Repair reputationAcceptanceof messageEnd coverage (not all the time)

Review

Monitor social mediaConsider value in respondingAct on customer complaintsDo not respond to trollsCorrect factual errorsReview social media efforts

Preparation

Crisis management plan (CMP) linked to social media policiesCrisis team includes social media managerTemplates for social mediaEstablish presenceSpokesperson video

Conclusion

Social mediaChallengesResources

Like Zombies

New viewMagic to VirusOperational to ReputationalDo not manage like a zombieLack strategyIgnore social mediaKey to both is quick, offensive attack

Final advice for both

Have weapons and know how to use them