Recovering from A Social Media Mistake

Sandra Fathi

President, Affect

Email: sfathi@affect.com

tweet: @sandrafathi

web: affect.com

blog: techaffect.com

SMX Social Media Marketing 2014

Nov 19, 2014, Las Vegas

Recovering from A Social Media Mistake

Sandra Fathi

President, Affect

Email: sfathi@affect.com

tweet: @sandrafathi

web: affect.com

blog: techaffect.com

SMX Social Media Marketing 2014

Nov 19, 2014, Las Vegas

PRESENTER BIO

SANDRA  FATHI  

•  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services

o  Tri-State District Chair, PRSA

o  Past President, PRSA-NY Chapter

o  Past President, PRSA Technology Section

 

sfathi@affect.com    @sandrafathi  

CRISIS COMMUNICATIONS

CORE  CONCEPTS  

4 Phases of Crisis Communications

•  Readiness

•  Response

•  Reassurance

•  Recovery

CRISIS COMMUNICATIONS

RECOGNIZING  CRISES  

Internal

•  Employees

•  Facilities

•  Vendors/Suppliers

•  Distributors/Resellers

•  Product

External

•  Acts of Nature

•  Market

•  Legal Restrictions/Law

•  Customers

•  Advocacy Groups

Anticipating & Understanding Threats to a Business

People, Products, Facilities, Environment

CRISIS COMMUNICATIONS

CRISIS  SCENARIOS  

1.  Senior manager accused of inappropriate conduct including lewd photos with employee – Now on Instagram

2.  Employee arrested for hit and run accident – Now Appearing in Google Search

3.  Employee abusing drugs – Now Posted on his Facebook Profile

4.  Customer credit card details leaked – Now On Twitter

5.  Employee posts rant on company and exposes confidential information – Now on YouTube

6.  Company accused of making children’s toys with poisonous lead paint – Now on a Mommy Blog

Anticipating a Crisis

1.  Crisis Mapping (SWOT Analysis)

2.  Policies and Procedures (Prevention)

3.  Crisis Monitoring

4.  Crisis Communications Plan

5.  Crisis Action Plan

6.  Crisis Standard Communications Template

CRISIS COMMUNICATIONS

READINESS  

CRISIS COMMUNICATIONS

RESPONSE  TIMES  

How long before the $@!& hits the fan?

CRISIS COMMUNICATIONS

EXAMPLE:  GENERAL  MOTORS  

CRISIS COMMUNICATIONS

EXAMPLE:  GENERAL  MOTORS  

1. Develop materials:

•  Messages/FAQ

•  Prepared statements

•  Press release template

•  Customer letters

2.  Train employees

•  Awareness

•  Anticipation

•  Organizational Preparation

3. Prepare channels:

•  Hotline

•  Dark site

•  Social Media

CRISIS COMMUNICATIONS

RESPONSE:  CRISIS  TOOLKIT  

CRISIS COMMUNICATIONS

RESPONSE  

Preparing a Response

1.  Don’t delay

2.  Acknowledge situation

3.  Acknowledge impact and ‘victims’

4.  Commit to investigate

5.  Commit to sharing information and cooperation with relevant parties

6.  Share corrective action plan if available

7.  Respond in the format in which the crisis was received**

CRISIS COMMUNICATIONS

REASSURANCE  

Who to Reassure? How to Reassure?

1.  Develop full response plan

2.  Put plan into action: Immediate remedy

3.  Communicate results of plan and impact

4.  Reaffirm commitment to correction

5.  Demonstrate results of program

CRISIS COMMUNICATIONS

RECOVERY  

Preparing a Long-term Recovery Plan

1.  Review need for operational, regulatory, environmental and employee changes

2.  Develop long-term plan including policies and prevention tactics

3.  Reassess crisis plan

4.  Regain customer/public trust

CRISIS COMMUNICATIONS

EXAMPLE:  MICROSOFT    

CRISIS COMMUNICATIONS

EXAMPLE:  MICROSOFT  

CRISIS COMMUNICATIONS

EXAMPLE:  US  Airways    

CRISIS COMMUNICATIONS

EXAMPLE:  US  Airways    

CRISIS COMMUNICATIONS

EXAMPLE:  AMERICAN  APPAREL  

CRISIS COMMUNICATIONS

EXAMPLE:  AMERICAN  APPAREL  

CRISIS COMMUNICATIONS

EXAMPLE:  AMERICAN  APPAREL  

CRISIS COMMUNICATIONS

10  THINGS  TO  KNOW    

1.  Implement Policies to Address Potential

Vulnerabilities

2.  Use Social Media as a Tool for Crisis Monitoring

3.  Understand the Response-ability of Social Media

4.  Establish a Framework for Response

5.  Build a Social Media Crisis Toolkit

6.  Know Where to Respond

7.  Prepare Your Employees in Advance

8.  Establish the Proper Tone

9.  Kill the Automation Switch

10.  Be Honest, Be Transparent

CRISIS COMMUNICATIONS

10  THINGS  TO  KNOW    

CRISIS COMMUNICATIONS

RESOURCES  

White Paper:

Crisis Communications in the

Social Media Age

Download at: Affect.com

Sandra Fathi

President, Affect

Email: sfathi@affect.com

tweet: @sandrafathi

web: affect.com

blog: techaffect.com

Slides Available: Slideshare.net/sfathi

#RaganStrategies

Recovering from A Social Media Mistake