Responding to Crisis in 140 Characters
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20-Aug-2015Category
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Transcript of Responding to Crisis in 140 Characters
- 1. Responding to Crisis in 140 Characters
Andi Narvaez
University Of Maryland - 2. Social Media and Crisis
Use of Twitter is on the rise - 3. Global Fortune 100 Social Media Stats
- 84% of Fortune Global 100 companies use social media
- 4. Twitter is the most popular channel, used by 77% of companies
- 5. Use of Twitter has increased by 18% from 2009 to 2010
- 6. Companies have an average of 5.8 Twitter accounts, up from 4.2 in 2010
- 7. Increased possibility of making mistakes that can potentially spread quickly and be highly visible
- 8. Social Media Crises = One that originates and is responded to via social media channels
- 9. Research Purpose
Apply Situational Crisis Communication Theory (SCCT) and Discourse Renewal in an analysis of organizations responses to social media crises.
Recommend 140-character response strategies
Suggest social media policies to prepare and respond to social media crises more effectively - 10. Crisis Communication Theories
SCCT
Clusters: Victim, accidental, preventable
Response Strategies:
Denial(attaching the accuser, denial, scapegoating)
Diminishment(excusing, justification)
Rebuilding(compensation, apology)
Bolstering(reminding, ingratiation, victimage)
Most frequently used = Bolstering, denial
Most effective: Full apology
Least effective: Denial - 11. Crisis Communication Theories
Discourse Renewal
Prospective focus
Opportunities
Provisional rather than strategic responses
Ethical communication, leadership - 12. Social Media and Crisis Management
Dialogic nature of blogs and Twitter
Influencers roles in covering crises
Twitter leads to less negative reactions than blogs and newspapers
Twitter users more likely to have secondary reactions (word-of-mouth)
Twitter users less likely to boycott organization - 13. Method
In-depth interviews with 9 public relations, social media professionals
Consulting, agency, nonprofit, and for-profit experience
On Twitter since early 2008 - 14. Social Media Crises
Four perpetrators
Employee
C-Level Executive
Agency of Record
Spokesperson - 15. Employee
- 16. Ryan found two more 4 bottle packs of Dogfish Heads Midas Touch beer when we drink we do it right #gettngslizzerd
@RedCross
February 15, 2011 - 17. Ryan found two more 4 bottle packs of Dogfish Heads Midas Touch beer when we drink we do it right #gettngslizzerd
@RedCross
February 15, 2011
Weve deleted the rogue tweet but rest assured the Red Cross is sober and weve confiscated the keys
@RedCross
February 16, 2011 - 18. C-Level Executive
- 19. Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC
@KennethCole
February 13, 2011 - 20. Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC
@KennethCole
February 13, 2011
Re Egypt tweet: we werent intending to make light of a serious situation. We understand the sensitivity of this historic moment KC
@KennethCole
February 13, 2011 - 21. Agency of Record
- 22. I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
@ChryslerAutos
March 9, 2011 - 23. I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
@ChryslerAutos
March 9, 2011
Our apologies our account was compromised earlier today. We are taking steps to resolve it.
@ChryslerAutos
March 9, 2011 - 24. Spokesperson
- 25. Japan called me. They said maybe those jokes are a hit in the US, but over here, theyre all sinking
March 12, 2011
Japan is really advanced. They dont go to the beach. The beach comes to them.
@RealGilbert
March 13, 2011 - 26. I meant no disrespect, and my thoughts are with the victims and their families.
I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan.
@RealGilbert
March 15, 2011 - 27. I meant no disrespect, and my thoughts are with the victims and their families.
I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan.
@RealGilbert
March 15, 2011
Love that you want to be my new voice. But first Im using it to ask for donations to the Red Cross for Japan. www.redcross.org/donate
@aflacduck
March 15, 2011 - 28. Results
RQ1: What type of crises did the organizations experience due their actions on Twitter?
Accidental caused by improper use of technology and insufficient social media training
New cluster: Inevitable - 29. Results
RQ2: What type of crisis response strategies do crisis communications professionals believe the organizations employed via Twitter?
Apology used most often in combination with other approaches
Full apology, discourse renewal
Apology from spokesperson, bolstering (ingratiation) and discourse renewal
Apology and denial (scapegoat)
Apology and diminishment(excuse) - 30. Results
RQ3: Which organizations crisis response strategies are perceived to be most effective on Twitter by crisis communications professionals?
Acknowledged, apologized, moved forward
Characteristics of discourse renewal!
Mislead, denied, contradicted, condescended, lost opportunity
New response strategy: Humor
LOL - 31. Results
RQ4: What situational factors influence professionals perceptions of which strategies are most effective?
Perpetrator: Employees can
make mistakes, CEOs cannot
Context is King: Sensibility, tact
Timing: 24 hour magic window
Type of organization
Nothing on use of hashtags,
links or other Twitter features - 32. Implications
Best social media crises response strategies
Role of discourse renewal
Need for technical social media training
Preparing for the inevitable - 33. Limitations and Future Research
Sample size
Case study selection
Responses on other social media channels
Interviews Focus groups
Experimental design
Isolate situational mediators
