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Best Online Crises Management Practice

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Khyati Bhatia
Khyati Bhatia

This document discusses social media crisis management. It covers components of social listening like monitoring, determining objectives, and developing response strategies. Causes and types of social media crises are mentioned for owned, earned, and paid channels. Metrics for escalating crises are outlined for response timeframes. Best practices for multi-channel response include removing offensive content, being truthful, educating employees, and not escalating arguments. Golden rules emphasize planning for all scenarios, constant monitoring, building networks in advance, and being transparent, quick and active on social media.

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Social Media Crises Management
Index Introduction Components of social listening Causes of social media crises Response & Crises Management Escalation Metrics Multi-channel best practices Golden Rules of Crisis Management
Introduction Social media is all about driving conversations People talk about brands in majorly two situations; When they are happy When they are unhappy On social media, it is a norm to be a critic and scrutinize the brand publicly to gain attention from varied types of spectators We will highlight globally adapted Edelman Digital- Best Practice for Crises & Response Management
Components of social listening Monitor Determine and respond proactively objectives for social listening Develop Select a response and crisis strategy tools to facilitate monitoring
Causes of social media crises
Channels of crises Online conversations about organizations, brands, products and services can occur on three types channels. Owned Outreach Earned Includes the organization or brands presence on Facebook, Twitter, Blogs etc Includes coverage that has been sponsored, seeded, or incentivized on external social properties, blogs, etc Includes non solicited online mentions on external social properties, blogs, forums etc
Escalation metrics STATUS ESCALATION BENCHMARK Level 1 LEVEL 2 LEVEL 3 LEVEL 4 Number of people talking about this <5 >5 20 >20 50 >50 Total number of followers of influencers/sources talking about the issue <20 >20 50 >50 100 >100 <6hrs <2hrs RESPONSE TIME BASED ON CHANNELS Facebook <24hrs Twitter <8hrs RESPONSE PROTOCOL Alert the JLR team Evaluate based on content, influence and volume Track & Record the conversation ACTION Respond/Not Respond Evaluate based on accuracy, source, timeframe (re-occurring versus new) Respond after fact check Identify & Reach the influencers with a solution Address problem solved, publicly
Multi-channel best practices Illegal or Offensive Content It is acceptable to report and remove (where possible) any content that is illegal or offensive towards any entity. Text, images, videos and links which depict any of the following should be removed and the user reported to the networking site's administration. Images or messages that threaten individuals, multiple individuals or minority groups Any abusive content including profanity and remarks which are sexist, religious, or homophobic If someone looks as though they are campaigning on behalf of a political party or group Blasphemous and/or religious imagery and/or any image or discussion deemed to incite religious hatred Any racist material of any form images, videos, messages that contains any racist terms or hints of racism. Content featuring weapons should be removed, unless they are being used for valid legal reasons such as sporting events Any content featuring humans and/or animals in distress and violent situations Vandalism, fraudulent or criminal acts such as underage drinking, taking of drugs, irresponsible driving, arson, and terrorism Copycat material any content that may persuade viewers to commit illegal acts or acts that could cause harm if copied
Multi-channel best practices Be Truthful If you have made a mistake, issue a clarification or a withdrawal or whatever may suit the circumstance and make it abundantly clear that you have done so. Social media is a relatively tolerant neighborhood, mistakes and errors will not make you a social outcast if you take responsibility. Rather than editing your content once it has been published, find ways to make your corrections transparent. Educate Employees All policy guidelines and crisis planning will be meaningless if educating employees is not made a priority. Along with employees, any partner agencies should be made aware of policies, procedures and expectations. Dont Pick Fights When you come across misrepresentations or blatantly false statements about Tata by bloggers, the media, or anyone else, you should address these misrepresentations even if it entails joining someone else's conversation. However, emphasize facts and ensure the same are publicly available, and do not argue.
Golden rules of crises management Plan for every scenario. A list of expected FAQs help Monitor your brand /corporate mentions 24 x 7 x 365 Build your network before you need it Be human, Be transparent, Be quick Empower your employees, train them to be social Be active on social, its an experiential medium
Best Online Crises Management Practice

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Best Online Crises Management Practice

  • 2. Index Introduction Components of social listening Causes of social media crises Response & Crises Management Escalation Metrics Multi-channel best practices Golden Rules of Crisis Management
  • 3. Introduction Social media is all about driving conversations People talk about brands in majorly two situations; When they are happy When they are unhappy On social media, it is a norm to be a critic and scrutinize the brand publicly to gain attention from varied types of spectators We will highlight globally adapted Edelman Digital- Best Practice for Crises & Response Management
  • 4. Components of social listening Monitor Determine and respond proactively objectives for social listening Develop Select a response and crisis strategy tools to facilitate monitoring
  • 5. Causes of social media crises
  • 6. Channels of crises Online conversations about organizations, brands, products and services can occur on three types channels. Owned Outreach Earned Includes the organization or brands presence on Facebook, Twitter, Blogs etc Includes coverage that has been sponsored, seeded, or incentivized on external social properties, blogs, etc Includes non solicited online mentions on external social properties, blogs, forums etc
  • 7. Escalation metrics STATUS ESCALATION BENCHMARK Level 1 LEVEL 2 LEVEL 3 LEVEL 4 Number of people talking about this <5 >5 20 >20 50 >50 Total number of followers of influencers/sources talking about the issue <20 >20 50 >50 100 >100 <6hrs <2hrs RESPONSE TIME BASED ON CHANNELS Facebook <24hrs Twitter <8hrs RESPONSE PROTOCOL Alert the JLR team Evaluate based on content, influence and volume Track & Record the conversation ACTION Respond/Not Respond Evaluate based on accuracy, source, timeframe (re-occurring versus new) Respond after fact check Identify & Reach the influencers with a solution Address problem solved, publicly
  • 8. Multi-channel best practices Illegal or Offensive Content It is acceptable to report and remove (where possible) any content that is illegal or offensive towards any entity. Text, images, videos and links which depict any of the following should be removed and the user reported to the networking site's administration. Images or messages that threaten individuals, multiple individuals or minority groups Any abusive content including profanity and remarks which are sexist, religious, or homophobic If someone looks as though they are campaigning on behalf of a political party or group Blasphemous and/or religious imagery and/or any image or discussion deemed to incite religious hatred Any racist material of any form images, videos, messages that contains any racist terms or hints of racism. Content featuring weapons should be removed, unless they are being used for valid legal reasons such as sporting events Any content featuring humans and/or animals in distress and violent situations Vandalism, fraudulent or criminal acts such as underage drinking, taking of drugs, irresponsible driving, arson, and terrorism Copycat material any content that may persuade viewers to commit illegal acts or acts that could cause harm if copied
  • 9. Multi-channel best practices Be Truthful If you have made a mistake, issue a clarification or a withdrawal or whatever may suit the circumstance and make it abundantly clear that you have done so. Social media is a relatively tolerant neighborhood, mistakes and errors will not make you a social outcast if you take responsibility. Rather than editing your content once it has been published, find ways to make your corrections transparent. Educate Employees All policy guidelines and crisis planning will be meaningless if educating employees is not made a priority. Along with employees, any partner agencies should be made aware of policies, procedures and expectations. Dont Pick Fights When you come across misrepresentations or blatantly false statements about Tata by bloggers, the media, or anyone else, you should address these misrepresentations even if it entails joining someone else's conversation. However, emphasize facts and ensure the same are publicly available, and do not argue.
  • 10. Golden rules of crises management Plan for every scenario. A list of expected FAQs help Monitor your brand /corporate mentions 24 x 7 x 365 Build your network before you need it Be human, Be transparent, Be quick Empower your employees, train them to be social Be active on social, its an experiential medium

Editor's Notes

  1. SM Code of Conduct- Abusive, Fake, Disrespectful, Controversial
  2. Vandalism- Destruction of others property