Social Media for Crisis Communication - Sneak Peak
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Transcript of Social Media for Crisis Communication - Sneak Peak
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Social Media for Crisis Communication
Rebecca Poling, April 2016
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Rebecca PolingSocial Media CoordinatorDallas Animal [email protected]
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Dallas Animal Services1818 N. WestmorelandDallas, Texas 75212
342.51.245 Million
500,000
Square Miles
People
Dogs & Cats
Intake
Live Release Rate
Housing Capacity
25,000-30,00060%
600-650
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You can choose to ignore social media in a crisis,but it will not ignore you.
Onyx McDonaldYesteray at 2 pm
How can you be so heartless? You should be shut down!!!!!
Marcy HunterToday at 3:30 pm
OMG!!! Someone should fire your lazy asses NOW! You are a disgrace! Beverly England
Today at 4:30 pm
You left A PUPPY in a storm drain for 3 weeks??? What is wrong with you people??
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No counterpoint. No rebuttal. No perspective.
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of adult internet users are now active on social media.
Active Twitter Users.
Active Facebook users. Facebook remains the most popular social network in the United States
76%72%
342. Million1.49 Billion
of those use their smart phones, not computers
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MAN MADE NATURAL
TWO TYPES OF CRISIS
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1. PREPARE 2. BUY TIME
3. DISSEMINATE 4. WRAP UP
FOUR STEPS
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STEP #1 – Anticipate and Prepare
• Know who is talking about you• Establish notification and monitoring Systems• Identify and know your stakeholders • Make friends with the media• Identify your team and spokesman ahead of time• Build a good offense
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You are Paul Revere, social media manager. You sound the alarm, and then you serve as courier. Leslie Nuccio
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Step #2 –Buy time, gather information and assess the situation
• Holding statements• Careful, calculated responses • Assess the situation online/Gauge the temperature
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Messages designed for use immediately after a crisis breaks.
HOLDING STATEMENTS
• can be developed ahead of time• can be used in a variety of scenarios• don't require hard factual information
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Messages designed for use immediately after a crisis breaks.
HOLDING STATEMENTS
• Bland• Factual• Empathy• Action• Transparency
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You can ignore social in a crisis, but it is not going to ignore you.
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-Bill Hutchison, Communications Director, Santa Fe Humane Society
"If you don't tell lies, you can't get caught in lies."
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To respond or not? That is the question.
• Is it a teachable moment?
• Can I respond without being defensive?
• Can I respond without referencing the specific incident?
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Step #3 - Disseminate Information
• Get the facts out• Provide resources when applicable• Answer questions you can answer
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NATURAL DISASTERS
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MAN MADE DISASTERS
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PR Disasters
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Step #4 – Wrap It Up
• Give people closure • For more information…• Review and rehash
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Real World Examples
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ADDITIONAL TIPS
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PREVENTING CRISIS
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Graphics – Canva.comPhoto Editing – Pixlr.com
Networking – Animal Shelter Social MediaGeneral Social Media Info –
Mashable.comSocialMediaExaminer.com
Stats – PewInternet.org
RESOURCES
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Lay the Groundwork Now
Get a Holding Statement Out
ASAPNever Say Anything You’re
Not 100% Sure About