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8 Steps to Manage a Social Media Crisis

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Jay Baer
Jay Baer

This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his acclaimed social business book, the NOW Revolution, social strategist Jay Baer provides 4 pre-crisis planning keys, and 8 concrete steps for handling a social media crisis. Loaded with actionable tips and real-world social media crisis examples, this is a presentation you'll want to print and save.

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The most important presentation you’ll probably never need. 8 Steps to Managing a Social Media Crisis
Jay Baer Convince & Convert www.convinceandconvert.com www.jaybaer.com www.socialpros.com
3 Characteristics of a Social Media Crisis: Information Asymmetry Decisive Change From the Norm Material Business Impact
1 Acknowledge
First response from company should be “we know” Slows the flood of “hey company, did you know?” messages. Do this immediately, even if you have little additional information at the time.
2 Fight Social Media Fire With Social Media Water
Respond first wherever the crisis broke Then respond in all other venues It’s imperative that you have established social presences on all outposts, even if you don’t routinely use them. Are you ready for a Pinterest crisis? (it could happen) Do you have a list of all blogs and blog authors that cover your category?
11,000 Facebook Shares Should Not Trigger YouTube Video
Can you get an apology video from your CEO online in 4 hours?
3 Be Sorry
Mike Tyson Michael Jordan Fastest Way to Be Bill Clinton Forgiven is to be Richard Nixon Truly Sorry. Tylenol Exxon Tiger Woods Lindsay Lohan
This isn’t a big call, this is a history call. And I kicked the !&%$ out of it. There’s nobody that feels worse than I do. I take pride in this job and I kicked the !&%$ out of that call and I took a perfect game away from that kid over there.
4 Create a Crisis FAQ
Much easier to direct people to an updated crisis FAQ, then to answer every question via Twitter, Facebook, blog comment, and beyond.
Acknowledgement of issue Details about occurrence Photos or videos, if available How the company found out Who was alerted, and how Specific actions taken Real or potential effects Steps taken to prevent future occurrence Contact information for real people at the company
Enable Subscription to Your Crisis FAQ Email RSS SMS “ ”
5 Build a Pressure Relief Valve
People want to vent The BEST case scenario is that they do so on a venue you manage and control It is imperative that you proactively open a channel for dialog (even negative) If you do not, other venues that you do not control will serve that role Also keeps most conversations in a single place – easier to track Early warning detection for new crisis dimensions Gives customers a place to come to your defense (sometimes)
6 Know When to Take it Offline
It’s not about winning, it’s about damage control Keyboard embolden us all There are no victors in online tit for tats Encourage vehement critics to contact you via email or phone Gives them an option You’re see as extending that option Rule of 3: Never send a third reply. At that point, take it offline
7 Arm Your Army
The “official” channel is irrelevant Your employees’ occupation is listed on their social profiles Call centers are for suckers, people will reach out to any/all employees for answers You must have a mechanism for keeping all employees informed during a crisis Email? SMS? Internal, private blog? Yammer (or similar)?
For Kashi crisis info, will customers wait for “official” response, or contact one of the 5,985 employees on Linkedin?
8 Learn Your Lessons
Document every element of the crisis Make copies of all tweets, status updates, YouTube comments, blog comments, etc. Make copies of all emails Analyze website traffic patterns Analyze search data Which venue came first, and when?
How did internal notification work? How did response work? Did specific customers rise to your defense? (thank them) Were your employees informed? How did the online impact interact with offline coverage?
Case Study
Saturday afternoon email snafu, sending 10+ emails to each customer Community manager noticed spike in Twitter mentions Contacted supervisor at home, and internal email team Initially, answered with “yes, we know” Saturday customer support staffing was light, creating long hold times and email response times
Cause determined Company-wide email sent to all employees Home page apology from CEO Opened comments 87 comments left, many positive 12 team members involved in crisis response, on a Saturday Within 6 hours, ship righted
The Takeaway: Don’t Be Scared Be Prepared
Jay Baer Convince & Convert www.convinceandconvert.com www.jaybaer.com www.socialpros.com

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8 Steps to Manage a Social Media Crisis

  • 1. The most important presentation you’ll probably never need. 8 Steps to Managing a Social Media Crisis
  • 2. Jay Baer Convince & Convert www.convinceandconvert.com www.jaybaer.com www.socialpros.com
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. 3 Characteristics of a Social Media Crisis: Information Asymmetry Decisive Change From the Norm Material Business Impact
  • 8.
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  • 11. First response from company should be “we know” Slows the flood of “hey company, did you know?” messages. Do this immediately, even if you have little additional information at the time.
  • 12. 2 Fight Social Media Fire With Social Media Water
  • 13. Respond first wherever the crisis broke Then respond in all other venues It’s imperative that you have established social presences on all outposts, even if you don’t routinely use them. Are you ready for a Pinterest crisis? (it could happen) Do you have a list of all blogs and blog authors that cover your category?
  • 14. 11,000 Facebook Shares Should Not Trigger YouTube Video
  • 15. Can you get an apology video from your CEO online in 4 hours?
  • 17. Mike Tyson Michael Jordan Fastest Way to Be Bill Clinton Forgiven is to be Richard Nixon Truly Sorry. Tylenol Exxon Tiger Woods Lindsay Lohan
  • 18. This isn’t a big call, this is a history call. And I kicked the !&%$ out of it. There’s nobody that feels worse than I do. I take pride in this job and I kicked the !&%$ out of that call and I took a perfect game away from that kid over there.
  • 20. Much easier to direct people to an updated crisis FAQ, then to answer every question via Twitter, Facebook, blog comment, and beyond.
  • 21. Acknowledgement of issue Details about occurrence Photos or videos, if available How the company found out Who was alerted, and how Specific actions taken Real or potential effects Steps taken to prevent future occurrence Contact information for real people at the company
  • 22. Enable Subscription to Your Crisis FAQ Email RSS SMS “ ”
  • 23. 5 Build a Pressure Relief Valve
  • 24. People want to vent The BEST case scenario is that they do so on a venue you manage and control It is imperative that you proactively open a channel for dialog (even negative) If you do not, other venues that you do not control will serve that role Also keeps most conversations in a single place – easier to track Early warning detection for new crisis dimensions Gives customers a place to come to your defense (sometimes)
  • 25.
  • 26. 6 Know When to Take it Offline
  • 27. It’s not about winning, it’s about damage control Keyboard embolden us all There are no victors in online tit for tats Encourage vehement critics to contact you via email or phone Gives them an option You’re see as extending that option Rule of 3: Never send a third reply. At that point, take it offline
  • 29. The “official” channel is irrelevant Your employees’ occupation is listed on their social profiles Call centers are for suckers, people will reach out to any/all employees for answers You must have a mechanism for keeping all employees informed during a crisis Email? SMS? Internal, private blog? Yammer (or similar)?
  • 30. For Kashi crisis info, will customers wait for “official” response, or contact one of the 5,985 employees on Linkedin?
  • 32. Document every element of the crisis Make copies of all tweets, status updates, YouTube comments, blog comments, etc. Make copies of all emails Analyze website traffic patterns Analyze search data Which venue came first, and when?
  • 33. How did internal notification work? How did response work? Did specific customers rise to your defense? (thank them) Were your employees informed? How did the online impact interact with offline coverage?
  • 35. Saturday afternoon email snafu, sending 10+ emails to each customer Community manager noticed spike in Twitter mentions Contacted supervisor at home, and internal email team Initially, answered with “yes, we know” Saturday customer support staffing was light, creating long hold times and email response times
  • 36. Cause determined Company-wide email sent to all employees Home page apology from CEO Opened comments 87 comments left, many positive 12 team members involved in crisis response, on a Saturday Within 6 hours, ship righted
  • 37. The Takeaway: Don’t Be Scared Be Prepared
  • 38. Jay Baer Convince & Convert www.convinceandconvert.com www.jaybaer.com www.socialpros.com