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SC Consultants
Prepared by Stephanie Capon
Crisis Communication Associate.
Prepared for
Clark Disney, CEO and Mark Disney, Senior Vice President, Guest Relations
Walt Disney Company.
OVERVIEW
Embracing
the
Technological
Climate
Crisis
communication
is
an
inevitable
and
often
arduous
task
for
large
corporations
in
the
age
of
exponential
technology
and
instant
communication.
While
online
data
is
bountiful
and
easily
accessible,
not
all
sources
are
accurate.
In
most
cases,
misinformation
is
negligible.
However,
in
the
event
of
major
crisis
situations,
information
containment
and
control
is
pivotal.
Benefits
of
Social
Media
Regulating
the
billions
of
Internet
sources
available
would
be
a
daunting,
expensive,
and
exhausting
task.
Effective
use
of
social
media:
Presents
a
speedy,
inexpensive,
and
unified
message
to
a
wide
audience
Mitigates
the
snowball
effect
of
misinformation
Helps
prevent
the
spread
of
unsavory
company
information
The
reputation
of
your
company
is
invaluable.
Having
a
contingency
plan
that
will
address
possible
issues
is
not
an
admittance
of
defeat
but
a
step
towards
intelligent
recovery.
Social
Media
Faux
Pas
Diction
and
background
research
are
a
Social
Media
Teams
greatest
assets.
Social
network
neophytes
are
hesitant
to
engage
in
social
media
because
certain
tags
and
trending
words
can
cause
demographic-
specific
backlash.
However,
every
social
media
platform
provides
a
simple
method
of
researching
potential
tags
and
avoiding
sensitive
terms.
Overview
Recommendations
Internet
users
spend
approximately
30%
of
their
online
time
on
social
networks
and
many
users
cite
social
media
platforms
as
their
primary
news
sources.
Platforms
such
as
Facebook,
Twitter,
and
Instagram
provide
inexpensive
and
instantaneous
methods
of
communication
to
millions
of
active
users.
The
impact
of
social
networks
dominates
the
digital
world
and
companies
can
remain
up
to
speed
with
the
implementation
of
social
media
teams
and
accounts.
In
the
event
of
crisis
communication,
social
media
can
meet
your
public
relations
needs.
THE CRISIS APPROACH:
Social
Media
Crisis
Management
should
follow
a
4-step
plan:
1. Healthy
Anticipation
Preemptive
creation
of
social
media
accounts
allows
companies
to
develop
a
large
following
of
friends
and
viewers
An
appointed
social
media
team
should
understand
the
varying
audiences
that
utilize
each
social
media
platform
(figure
1.0)
Accounts
should
be
updated
regularly
to
maintain
viewer
interest
2. Rapid
Response
The
social
media
team
should
quickly
and
briefly
address
a
crisis
situation
when
concrete
information
becomes
available
The
social
media
team
should
satisfy
the
public
with
a
truthful
statement,
especially
when
the
full
scope
of
a
situation
is
yet
unknown.
False
claims
or
unfounded
downplays
may
worsen
the
situation
3.
Repetition
The
social
media
team
must
continually
highlight
company
plans
of
action
and
reinforce
official
public
statements
4. Long-Term
Recovery
Followers
must
be
assured
that
the
issue
has
been
taken
care
of,
necessary
actions
were
taken,
and
the
status
quo
has
been
reestablished
after
the
height
of
the
crisis
dwindles
SOCIAL SAVVY:
The
Crisis
Approach
is
an
overarching
outline
for
crisis
communication.
Best
practices
for
implementing
the
Crisis
Approach
include:
Mobilize
Your
Troops:
Practice
transparency
within
your
organization.
Each
worker,
from
intern
to
CEO,
must
know
what
statements
are
appropriate
to
share.
Choose
Your
Words
Wisely:
Be
sure
to
craft
messages
so
that
they
are
short,
informative,
and
non-
controversial.
Simple
background
checks
can
eliminate
the
possibility
for
large-scale
uproar
over
controversial
diction.
Stay
Ahead
of
Trends:
Avoid
upcoming
obstacles
with
the
help
of
social
media
by
listening
to
popular
complaints
and
concerns
expressed
online.
Know
Your
Audience:
Assess
the
target
audience
on
each
social
media
platform
and
respond
accordingly
based
on
age,
geography,
demographics,
and
subject
matter.
(Reference
Figures
2
5)
Remain
On-Call:
News
does
not
follow
a
designated
schedule.
Prepare
your
team
for
fast-paced
situations
that
might
require
their
efforts
outside
of
the
normal
workday.
Effective
Crisis
Communication
means
knowing
your
audience,
knowing
how
to
reach
them,
and
having
the
tools
in
place
to
quickly
provide
the
information
they
care
about.
Create
a
Social
Media
Toolkit:
Creating
a
one-stop-shop
saves
time
and
promotes
consistency.
Pre-made
press
releases,
statements,
and
social
media
templates
eliminate
the
possibility
of
unwanted
information
release.
Hire
Honest
Abe:
A
unified
message
across
all
social
media
platforms
that
satisfies
interested
parties
will
eventually
become
public.
Make
sure
that
the
all-encompassing
last
words
on
the
matter
are
yours.
RECOMMENDATIONS:
The
most
ideal
method
of
crisis
communication
is
proactive.
From
Fortune-500s
to
local
businesses,
social
media
has
become
a
useful
marketing
tool
for
any
organization
but
the
instant
access
to
millions
of
users
provides
a
powerful
medium
of
crisis
containment.
Social
Media
may
highlight
trending
topics
but
the
entity
of
digital
socialization
is
here
to
stay.
By
following
the
aforementioned
outline
and
suggestions
for
effective
use,
crisis
communication
becomes
a
streamlined
and
user-friendly
process
benefiting
all
parties
involved.
For
more
information
contact:
Stephanie
Capon
Crisis
Communication
Associate,
SC
Consultants
305.111.1117
/
scapon@scconsultants.com
www.scconsultants.com
Twitter:
@SC_Consultants
Facebook:
facebook.com/scconsultants
KEY CHANNELS
Identifying
the
scope
of
existing
channels
helps
maximize
social
media
use.
Figure 1.0 Social Media Comparison Infographic
4.0 IN STA G R A M D EM O G R A P H IC S
3.0 TW ITTER D EM O G R A P H IC S
SOURCES
Digital Insights Social Media Facts, Figures and Statistics 2013 October, 2013
FierceGovernement Correct, Dont Delete, Advises Federal Social Media Manager January 2, 2014
The Guardian Social Media, Crisis Mapping and the New Frontier in Disaster Response October 8, 2013
PR Daily Planning for a Social Media Crisis August 21, 2013
PR News The Executive Apology, Avoid Making it Worse Once Youve Already Screwed Up October 3, 2013
PRSA Social Media Anxiety: 140 Characters Into, or Out of, a Crisis August 1, 2013