3 case studies in social media crisis management

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3 case studies in social media crisis management

What makes this story so compelling is the social media aspect of both the crisis itself and the strategy for managing the crisis. Public relations practitioners and other communication executives are struggling to craft messages and maintain control of the flow of messages within this dynamic landscape.

Nowhere is this dynamic between organizations and their publics more apparent than on video sharing sites, such as YouTube, that encourage citizens and bloggers to be the co-producers of messages. This can have enormous positive or negative impacts for organizations involved in crisis management, including but not limited to the inability of boundary spanners to monitor the vastness of this space; malicious users who might create a crisis; and the leveraging capabilities of this platform to enhance a brand during a crisis.

Bob Garfielda writer for Ad Age Blogs, recounts in an online article how this incident began. The duo created five videos in total, one of which showed an individual sticking mozzarella cheese up his nose and then blowing the cheese on a sandwich, among other unsanitary and stomach-turning activities.

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An estimated 1 million people viewed these videos before they were pulled two days later. During the first 24 hours, Tim McIntyre, Vice President of Corporate Communications, surveyed the situation and determined that the videos were not a hoax.

McIntyre collaborated with the consumer watchdog organization GoodAsYou. Page and from an academic perspective as the framework for analysis.

3 case studies in social media crisis management

Research The Arthur W. Page Society is a professional organization for executives in the public relations and communication industries.

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These principles are similar to the 10 best crisis communication practices Seeger generated, based on the work of communication scholars and expert practitioners: Given the nature of crises, these practices will unfold and evolve differently within each situation.

Taking a situational approach to crisis communication, Coombs offers the Situational Crisis Communication Theory as an explanation for how organizations select a crisis response strategy. Essentially, a crisis triggers attributions of responsibility to the organization from stakeholders, along three dimensions: Based on stakeholder attributions, an organization will respond communicatively by cycling through a four step process: Ideally, the strategy chosen will be aligned with the best practices and principles articulated above and will follow the four step process.

3 case studies in social media crisis management

Strategies and Execution This first Page principle—Tell the truth—begs a series of questions about whose truth needs to be told and about what in particular.

In crisis situations, multiple truths or social constructions of the event s are vying for attention simultaneously: That they do not represent this brand. Unfortunately, a consequence of following the principles and best practices was that a 24 hour lag occurred.

A second challenge in telling the truth in the digital age hinges on additional questions Roberts, Where in cyber and virtual spaces does an organization tell the truth and with what social medium or platform?

There is a big difference, however, between how emerging social media are used for marketing and how they work in a serious crisis situation.

Companies that fail to integrate their marketing efforts with their online crisis response plans before a crisis hits are letting their antagonists have free reign.

According to McIntyre, prior to this event, [the crisis team had a social media plan] already in place. We wanted to do it right.

So the irony for us was that we have a plan and we were going to implement it only a week later, so we ended up having to jump in [during] a crisis, which was the opposite of how we wanted to do it.

A decision was made to [change] course and [respond] with a viral video. The company president apologized.

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He thanked the online community for bringing the issue to his attention. He separated the company from wrongdoers and announced their prosecution.S.N. Case Title: 1: Mobile Value Added Services (MVAS Mobile): The Next Big Avenue for Mobile Operators?

2: Tech Mahindra Acquiring Majority Stakes in Satyam Computer Services Ltd., for Value Creation Out of Dump.

• Develop a social media crisis management strategy • Assemble a specialized team for effective social media crisis management • Create a system of governance on using social media and a social media policy • Ensure that your staff are trained in social media How Adonai Training can help you Adonai Training conducts several social media training courses to equip SME business with the vital skills for .

The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment agents.

Crisis Management Plan. A crisis management plan (CMP) is a reference tool, not a blueprint. A CMP provides lists of key contact information, reminders of what typically should be done in a crisis, and forms to be used to document the crisis response.

3 case studies in social media crisis management Tony Hoskins Centers for Disease Control and Prevention In April , a new strain of the H1N1 influenza virus was detected in Veracruz, Mexico. The "Swine Flu" pandemic quickly became top of everyone's mind as buzz built and concern spread in the media, social networks, and blogosphere.

Top 10 Crisis Management Case Studies: How Social Media Can Help Airlines Deal With Their Worst Nightmares.

Foundations of Social Media Marketing - ScienceDirect