Summary of my Crisis Communication study on 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

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 2010Burson-Marsteller 2011 Global Social Media Check-up

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 Head’s 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 Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd @RedCross February 15, 2011 We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve 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 weren’t 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, they’re all sinking” March 12, 2011 Japan is really advanced. They don’t 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 I’m 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 organization’s 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