Crisis Planning & Management in a Social Media World Jessica Stauber, APRDirector of Public Relations, WestmorelandFlint

Bad News/Good News/Great News• More “ways” for a crisis to break out• More tools in our arsenal to respond • Well-handled crisis response can

elevate business to new heights

What’s the biggest way SM has impacted crisis response? • Time

Mommy Blogger

Mommy Blogger vs. TSA

Mommy Blogger vs. TSA

Mommy Blogger vs. TSA

457 Comments: Anonymous said... I'm glad you posted the video of this. When I read this lady's blog something just didn't seem right

with her story. Anonymous said... I am very interested to see Nic's response to this. From her blog entry, her "reality" of what

happened during this situation was very different from, well... reality.- Shannon in CO  Tomas said... If indeed that is the woman and child involved in the story, the video does not match in any way

the verbal story she told. Thank you for posting the video, Bob! Even earlier I was wondering about some of what appeared to be discrepancies in her story.

Take care, Tom

 Amanda said... Even though her claim of the baby being taken was not correct, the process took way to long and

was completely inefficient. Your agents seems to care less that she was with a baby and intentionally worked at a snail's pace. TSA is there to protect us, not use travelers as a means to feel almighty and powerful. As a mother who has traveled with a child, I too would be upset if my screening took close to 8 minutes! Do they not teach common sense and efficiency in the two-week agent course?

 

Keys to Successful Response?

• Quick • Transparent • Sympathetic • Responded in similar venue; allowed

comments

Mall

Mall vs. Flash Mob

Key Mistakes?

• Slow• Deflected responsibility• Responded with press release

Agenda

• Monitoring for a crisis • What constitutes a crisis? • Planning ahead • How should you respond? • Keys to success

Monitoring

• Google Alerts• SocialMention• Techrigy • Activate employees • It’s a 24/7 job

What Constitutes a Crisis?

• Identify the problem• One negative comment does not a crisis

make– Keep negative comments in perspective

• Influence of opposition• Do you know all the facts?• Jay Baer’s criteria for a crisis: – Unstable – Decisive change – Highly undesirable outcome

Planning Ahead

• Have centralized keys to all social spaces

• Establish a chain of command • Keep your plan updated

How Should You Respond?

• Quickly• Fight social media fire with social media

water• Honestly• Apologize • Stay true to yourself• Be clear about your limitations

Keys to a Successful Response

• Being prepared• Having mature social spaces• Use more than one platform • Become the information hub• Leave comments “on” • Turn “off” pre-scheduled messages • Brand advocates• Consider addressing issue offline

Case Study: Dominos

• Easter Sunday 2009

• http://youtu.be/dem6eA7-A2I

Case Study: 7-Eleven

The Really Great News

• More audience insights than ever before

Questions?