1. A traditional crisis What is the role of social

Transcript:1. A traditional crisis What is the role of social:
1. A traditional crisis What is the role of social media in managing a traditional crisis? Respond and risk widening the reach of the story? Say nothing and hope it goes away? Use social to get your side of the story out? Use social to ensure your supporters know what is going on? How do you decide? It depends on the crisis and your approach to social media. CRISIS Crisis team Situation review Press release Questions – is the story out there? Is the story changing or likely to change? Watch your direct mentions on Twitter / Facebook / other channels and watch for general comments without mentioning your @a/c? If they are talking about it – are they being supportive or critical? Questions – what’s your culture? Are there people outside the comms team who could be bought in to help? Questions – what’s the opportunity / risk? Think about all your comms channels. Remember integrated comms What motivates your audience? What channels are they using? 2. Crisis in your area Local incident Local hospital closure with impact on your services Healthcare scandal Crime on your doorstep Local celebrity supporter scandal What is the role of social media in managing a local crisis? Respond and risk widening the reach of the story? Ignore, it’s nothing to do with us? Use social to show solidarity / community spirit? Use social to inform a wider audience (public information)? How do you decide? It depends on the crisis and your approach to social media. Questions – what’s the opportunity / risk? How do you connect with local people on social? Do you listen / join in with local hashtags and events - #MyArea / #MyAreaHour What local businesses or institutions do you follow? 3. Social-first crisis A hashtag relevant to you is trending Sharp increase in your mentions – why? Comments and stories from patients Something you have done on social takes off! What is the role of social media in managing a social-first crisis? Respond and risk widening the reach of the story? Ignore and hope it will go away? Seize as an opportunity to increase engagement? Chance to put social media strategy to the test. How do you decide? It depends on the crisis and your approach to social media. Questions – what’s the opportunity / risk? Responding in a creative way to a story can boost team / patient