Granarolo social media crisis plan
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The document discusses Granarolo's social media crisis plan. It begins by introducing the concepts of online crisis communication and key data. It then discusses the importance of having a crisis plan in place with guidelines on what to do and not do during a crisis. The next section analyzes a case study of Granarolo, describing what happened offline and online to trigger a crisis. A SWOT analysis of Granarolo's social media presence is also provided. The document concludes by outlining the main goals and components of an action plan to manage the crisis.
Granarolo social media crisis plan
- 1. GRANAROLO ? SOCIAL ?MEDIA ? CRISIS Alberto ?D’Autilia ?-?‐ ?Luca ?Flamini ?-?‐ ?Federico ?Oliveri ? ? Giulia ?Pozzi ?-?‐ ?Maria ?Virginia ?Sgargi
- 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 ? 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)
- 6. Main ?features: ? ? ?? Amplification ? ?? Virality ? ?? Penetration ? ?? ?Segmentation ? ?? Harmfulness ?permeating
- 8. SOCIAL ?MEDIA ?CRISIS ?PLAN
- 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
- 13. SWOT ?ANALYSIS
- 14. 14 ?? alberto.dautilia90@gmail.com ? ?? luca.flamini91@gmail.com ? ?? federicooliveri.fo@gmail.com ? ?? giulia.pozzi89@gmail.com ? ?? virgisgargi@gmail.com ? AND ?… ?If ?you ?are ?interested ?in ?our ?work, ? please ?contact ?us ?to ?have ?the ?full ?version ?