2. “By failing to prepare,
you are preparing to fail.”
Benjamin Franklin
3. 1 INTRO
l Online crisis communication & key data
l Crisis plan
l Do and Don't
2 THE CASE
l Overview
l Social media SWOT analysis
l Authority activity
l Keywords
3 ACTION PLAN
l Main goals
l Campaign
l Training & preparation
l
ROAD MAP
4. SOCIAL MEDIA CRISIS
“A social media crisis is a set of problems born
online or which are amplified by social media
therefore generating a negative coverage which
is made by the traditional media.
This could bring about loss both financially and in
credibility.”
(Vincenzo Cosenza, Social Media ROI)
9. DO AND DON’T
News and negative comments monitoring
Reverse SEO
Real time acting
Be honest and transparent
Internal communications
Defining policies, procedures and community rules
Identify who will be responsible
Training to face different scenarios
Alert, asses and act
Craft best practice responses
Lack of emphaty and aggressive reactions
Focusing just on legal and scientific perspectives
Censorship attitude
Avoiding to apoligise whenever the brand is at fault
Don’t have a crisis plan and a clear corporate purpose
‘Stock’ responses