Q Crisis Management reporting Samantha Hill

Type of work: Researching, analysing and presenting

Date: Adhoc June 2013-June 2014

Audience targeted: Individual GSK employees and leadership teams

Strategy:

To create reports on ‘crisis topics’ when they have been identified

Objective:

To provide specific GSK members with up-to-date and relevant information from social listening sites and online research about a crisis once it has been identified

Involvement:

I research and analyse information on a crisis once one has been identified. I then pass this information to my manager who adds to it and sends this package of information to those who requested it

Tactics:

Once a crisis has been identified:

- Run a wide search using Google news to see what information is trending about the topic via popular news outlets

- Use social listening tools such as Visible and Tracx technologies to see if the crisis is being propelled using social media

- Identify the trending topics, sites, audience and source of the information- Display research into a easy to understand format e.g. using the Visible word cloud to show

trending search terms - Re-run this research every few hours and compare the data

Evaluation:

This research is very adhoc but provides useful information when it is needed.

Reflection:

Although this research is very adhoc and is only needed in times of ‘crisis management’ I’ve found the research very interesting. It has provided me with the opportunity to make full use of the social listening tools available to me and to pull together sets of materials using various resources.

It has also shown me how a story in a small newspaper from a country such as Australia can be trending on the Yahoo news feed less than 12 hours later.