Smart PR

The Basics of Crisis Communications – Part Three, Social Media

August 19, 2011 at 8:02 AM Leave a comment

Part Twoof this series outlined the steps for creating a standard crisis response plan, but what about handling social media? The internet is creating a whole new avenue for generating crises. Rumors spread faster online; like-minded opponents can be organized quickly by using social platforms; and reporters can base stories on any number of digital developments.

Source: IdaConcpts

You’ve likely heard of many internet-generated crises already:

• Domino’s Pizza employees posted a YouTube video of them ostensibly contaminating food.
• Whole Foods former CEO used a pseudonym to post on the Yahoo Finance message boards to decrease a competitor’s stock price.
• A CNN citizen reporter posted that Steve Jobs had a heart attack, causing Apple’s stock to dip.
• A blogger frustrated with trying to cancel his AOL service recorded his phone call with the rep, which spread like wildfire online.

But at what point do online discussions indicate an actual problem? Do a few negative tweets equal a crisis? To answer these questions, it’s important to consider developing “tipping points” for each social media platform. Each organization will have its own unique determination of what constitutes a tipping point. Examples include:

• Blogs: How much “authority” the blog has, rated by Technorati and others.
• Twitter: How many followers the user has or how many retweets a negative tweet receives.
• YouTube: How quickly a video is viewed, how many people have viewed the video, or how many comments a video has received.
• Facebook: How many comments a page or post receives, or how many members an opposition group recruits.
• Websites: How many unique visitors a website gets per month.

Once you’ve determined you have an issue on your hands, what next? Below are the six steps to consider:

1. Prepare beforehand

• Institute guidelines and a response team, and monitor social media diligently
• Establish a visible social media presence so you’re engaging regularly and are prepared to launch responses when necessary

2. Respond quickly and personally

• The sooner you respond, the sooner you can regain control of the conversation
• Respond with tailored, thoughtful replies as an individual, not a faceless corporation

3. Isolate comments

• Contain negative comments in one place, whether a separate tab or microsite, to maintain a positive image elsewhere

4. Provide facts in a calm manner and apologize as needed

• Offer detailed information and direct users to facts and resources
• Change the tone of conversation from responding to negative attacks to a two-way dialogue

5. Take advantage of multimedia

• Photos and videos allow you to enhance content and build engagement

6. Follow through with promises

• Continue addressing concerns and turning the negative attention into positive momentum

Internet discussions progress quickly and can be volatile, but following these guidelines will help you gain control of the situation and redirect it.

 - David Kalson, CEO, specializes in energy, environment and crisis/issues management.

Entry filed under: Communications, Corporate. Tags: Best Practices, Communications, Crisis Management, social media.