Elearning - Lspr.edu: Master of Arts in Communication: Corporate Communication Studies

Course : Crisis Communication (1511CC11)
elearning.lspr.edu
Master of Arts in Communication : Corporate Communication Studies
LSPR eLearning Program
Session Topic : Crisis & Social Media

Course: Crisis Communication
By Syafiq B. Assegaff, MA, MD, CBM, IAPR
Content
Part 1
Dealing with Social Media
Part 2
Cases 1
Part 3
Cases 2
Part 4
Guidelines for Social Media Writing
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Part1: Dealing with Social Media
Crisis & Social Media: Source to Read
1. Fearn-Banks, Kathleen (2011) Crisis Communications; A

Casebook Approach, 4th Edition, p. 68 (Social Media & Crisis
Communications); & p.76 (Rumors & Cybercrises). New York &
London: Routledge
2. Coombs, W. Timothy (2014) Crisis Management &
Communications, (updated September 2014). Web:
http://www.instituteforpr.org/crisis-managementcommunications/
3. Other Sources & Videos: look them up yourselves.
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Crisis: Dealing with Social Media
1. Part of your strategy, but not the driver
2. Valuable resources for:

a. Monitoring, listening
b. Sharing perspective
c. Interacting with users/customers/clients 2 i
3. Can be a time/resource vampire
4. Choose those that work for your business
5. Interact with professionalism, authenticity
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Crisis: Social Media & 2 Way Symmetrical
1. Social media networks Possibilities of 2-way symmetrical

practice.
a. Listen to its publics.
b. Make changes in its programs on the basis of those
communications.
c. To explain its policies to these publics.
Please name some crisis which,
happened through Social Media
Eg.
a. Ariel & Luna Maya (2010)-Immoral
cases.
b. What else ?
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Crisis: Social Media & 2 Way Symmetrical (Cont.)
2. Social media & mobile technology have changed the

landscape for crisis management.
These changes include:

a. Heightened stakeholder expectations of 2-way communication &
transparency in a crisis
b. Amplifying the speed,
at which organizations need to be prepared to respond &
communicate in a crisis
c. Increasingly more difficult for you to get ahead of the story
d. Position your organization as the narrative of its own crisis.
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Part2: Cases 1
Crisis & Social Media: Crisis Management in the 21st Century
The Secret to Successful Crisis

Management in the 21st Century Melissa Agnes TEDx Talk
1. Published on May 7, 2015, 18
minutes video:
Melissa Agnes in The Secret to
Successful Crisis Management in the
21st Century (18 minutes):
https://www.youtube.com/watch?v
=VQGEPEaEWtg
2. The changing landscape:
a. Heightened stakeholder,
expectations of 2 way
communication &
transparency in a crisis;
b.
c.
Amplifying the speed at which,

organizations need to be
prepared to respond &
communicate in a crisis;
The fact that it is becoming,
increasingly difficult for you to get
ahead of the story &
position your organization as the
narrative of its own crisis.
3. Successful crisis management,
depends on your teams ability
to manage these real-time
challenges that
the digital landscape presents,
while simultaneously managing the
actual crisis in real-time.
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Crisis & Social Media: Crisis Management in the 21st Century (Cont.)
4.
So then if these are todays crisis realities,

how can you arm your team with the skills,
mindset & tools to make these realities &
challenges work for your organization rather than against it ?
In other words, what is the secret to successful crisis management in this 21st
century ?
This is the topic of Melissa Agnes's TEDx

Talk,
discusses the impacts that the digital
landscape have on crisis
management &
provides The secret to successful
crisis management in this 21st century.
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New-Crisis & Social Media: The Dominos Pizza YouTube
a.
b.
c.
d.
Social media: challenge & opportunity for PR practitioners.

See the video (YouTube) by employees of Dominos Pizza;
Hoax ? But it was seen by millions of potential Dominos customers.
See source: Ramox3s channel (2009) Dirty Dirty Dominos pizza.
Web: http://www.youtube.com/watch?v=OhBmWxQpedI
e. Dominos responded to its YouTube crisis by,

posting its own video on YouTube.
See source: http://www.youtube.com/watch?v=7l6AJ49xNSQ
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New-Crisis & Social Media: About
From the case (previous slide),

1. How should a company respond,
to a crisis generated by such communication on
social media such as YouTube, Facebook, Twitter ?
2. What are the appropriate strategic considerations ?
3. What goals & objectives are,
realistically achieved when utilizing social media
in
a pro-active or reactive fashion ?
4. Is Dominos response,
to its YouTube crisis by posting its own video on
YouTube can be consider as the right response ?
5. What other steps should be taken ?
6. How can results be measured ?
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New-Crisis & Social Media: Southwest Airlines Case
Emergency
1. Landing in Charleston, West Virginia (2009):
passengers safe.
2. Media team scanned Twitter,
Facebook, blogs, & websites to ascertain
passengers reactions.
The team found mostly positive commentary.
3. Southwest used that information,
to post tweets praising the work of the crew &
the attitude of the passengers onboard.
4. The company would have reacted differently,
had the comments been negative.
They would have still complimented the crew
for
the safe landing but in a different manner.
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New-Crisis & Social Media: Coca-cola Case
1. A frustrated customer (with 10,000 followers on

Twitter) tweeted,
that he was having difficulty redeeming
a prize from a My Coke reward program.
2. Adam Brown, head of the social media for the
company,
posted an apology on the customers Twitter
profile &
offered to assist in getting the prize.
3. The customer received the prize &
in appreciation, changed his Twitter avatar to
a photo of himself holding a Coke.
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Adam Brown
Executive Director,
Social Media, Dell
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New-Crisis & Social Media: JetBlue Case
JetBlue (with 770,000 followers),

a. Tony Wagner would not be seated with his wife &
child.
b. Wagner is a social media director for an academic
group; he tried to use his skills to get a better seat
on a JetBlue flight.
c. The customer service agent didnt help.
d. he plead on his Twitter account.
e. JetBlue tweeted back in 19 minutes & flagged his
tickets as a priority.
f. He got better seating.
g. Morgan Johnston (spokesman for JetBlue): said,
that disgruntled customers tend to be the biggest
opportunities
to show how consumer-friendly the company is.
The 770,000 followers on the JetBlue Twitter account
saw the company trying to please one customer.
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Morgan Johnston
Manager Corporate
Communications,
JetBlue Airways (2008Present)
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New-Crisis & Social Media: Social Media & Bad News
1.
2.
3.
Another sample: train accident; a woman was saved, &

spread it via her Social Media; People read the news before
the Train Company know about it.
Citizen journalists: can send news, picture & video to anyone
Tsunami (December, 2004) spread by people in Asian countries, before the
news media arrived.
4.
5.
6.
7.
Now, with smart phone, make it more frequently & easier.

Social media: spread information (+ or -) quickly.
No more middle man (gatekeeper) in the news gathering process.
Citizen journalists have nothing &
no one preventing them from disseminating misinformation
to a global audience in seconds.
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Part3: Cases 2
Crisis & Social Media: Twitter Trouble
1. A Twitter hoax circulated after the Haitian

earthquake in January, 2010.
2. The false rumor was that airlines were flying
doctors &
nurses to Haiti free of charge to assist with
relief efforts.
A spokesperson denied the rumor by e-mail.
3. Another rumor on Twitter: UPS would ship for
free any packages under 50 pounds to Haiti.
4. UPS debunked the rumor on a blog,
post on its website saying it could not deliver
packages
even if it was paid because roads were
blocked.
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Source: CNN (2010)

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Crisis & Social Media: Facebook Foils
a. A Canadian woman was,

on sick leave from her job due to depression.
She had photos of herself on her Facebook
page enjoying her own birthday party,
having fun at a Chippendales club, &
on a sunny vacation.
b. Her insurance company saw the photos & cut her
benefits.
c. She said the photos,
did not mean she was not depressed.
She vowed to fight.
Source: CBC News (2009)

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Crisis & Social Media: MySpace Mischief
a. In 2006, a 13-year-old Missouri girl,

took her own life after a neighborhood mother
with
a fraudulent MySpace account pretended to
be a boy who
befriended the girl for a while & then
rejected her saying
she was fat & a slut.
b. The girl, unable to accept the rejection, hanged
herself.
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Megan Taylor Meier

American teenager,
Dardenne Prairie, Missouri
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Crisis & Social Media: E-Mail Error
1. Remember the Case of Prita Mulyasari vs

OMNI Hospital ? Read it again.
2. The Admissions Department at the University of
California,
San Diego admitted responsibility for sending
out
erroneous e-mails to 28,000 students
congratulating them
on their admission when they had not been
admitted.
3. The error occurred after,
47,000 applicants had been denied admission
previously.
Only 18,000 of those rejected were to be
accepted after reconsideration.
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Crisis & Social Media: Writing Social Media Messages
Social media is,

1. Effective method for monitoring & participating in proactive public
discourse;
2. Also a tool for participatory crisis or emergency communications.
3. The difference: is the speed with which one can communicate
information & misinformation.
4. Blogs, Twitter, Facebook, Path, Instagram, are used to convey
messages.
They can build trust or they can destroy trust depending upon how they
are used.
Note:
More than ever, rules of writing are important &
they will remain important no matter what social media are created.
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Part4: Guidelines for Social Media Writing
Guidelines: Social Media Writing
Guidelines for social media writing
Know your
a. Subject well
If you dont, research it well.
Talk to experts.
b. Public(s)
1) What knowledge do they have
about the subject ?
2) Dont want to talk down to them,
but you want to use all
information needed to get them
on your side.
c. What is the best method of

communication ?
What is the best way to
reach your targeted publics ?
1) Which social media network
should be used ?
Or is your public reached best
by
other methods ?
2) There are people who do not live
by social media.
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Guidelines: Social Media Writing (Cont.)
d. Dont forget ancient tools such as

telephones & direct mail.
If your public is not large,
use a personal phone call or a
letter.
e. Monitor social media:
1) To see what is being said about
your subjects & who is
communicating.
2) Participate in the discussion.
3) In Twitter,
you may have only a few
followers,
but all your followers may have
dozens or hundreds.
4) By communicating you are

building relationships, building
a community.
5) Some PR agencies make lists of,
tweets & blogs about their
clients & give the list to
the clients weekly so that they
will know what the issues are.
f. When you begin to write, have

the reader in mind
If you have monitored &
participated in discussion,
you have a good idea of who
the reader is.
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g. Think before you write

1) You need to think of your
objective.
2) What do you want to happen as a
result of this effort ?
h. Adopt a style
The most frequently used style book
is the Associated Press Style Guide.
Make sure you have the most
recent edition.
There are differences & changes
in accepted style.
i. Make sure everything is accurate

1) Good writing is,
moot if the facts are wrong.
If you make a mistake in social
media,
it is possible that thousands of
readers are
misinformed forever.
2) There are no editors as in
traditional media.
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j. Make sure everything is clearly

understood
1) A reader should not have to read
something more than once to
understand it.
2) Social media are rapid methods
of communication-rapid writing,
rapid reading.
3) People comprehend immediately
or they dont read.
k. Be brief
1) Twitter limits you to 140
characters, but brevity is
important in all social media.
2) Each word should be essential.
l. Watch noun/pronoun agreement:

plural, singular.
m. No redundancy:
The company hired a new
technology manager.
New is not needed; the
company did not hire an old
one.
It could be hired a second
technology manager or hired
its first technology manager or
simply hired a technology
manager.
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n. Dont use emoticons

such as smiley faces &
abbreviations such as icur for I
see you are in business
communications.
o. Do over use legitimate

abbreviations such as PR in
place of public relations.
p. Dont rely on your spell-checker
1) It doesnt find all typos.
2) When public relations becomes
pubic relations, youre in trouble.
q. Edit & proofread

1) Its often effective to have a
second party proofread.
2) The writer has been looking at
the document too long (even
if writing is swift) to notice
errors.
3) Be careful of multiple editors
& writing by committee.
4) Remember a camel is a horse
designed by a committee.
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Social Media Gallery: Example
1) Avatar
A computer users representation
of himself/herself;
can be words, a name, or an
image.
2) Blog
A contraction of the words Web
& log, usually maintained by
an
individual or group with
regular text, image, or video
entries.
3) Blogroll
A list of other blogs or websites
that a blogger recommends,
usually found in a sidebar list.
4) Citizen journalists
Persons contributing information
to sites.
They may or may not have
journalistic skills.
5) DM (Direct Message)
A private message between
Twitter users.
6) Hashtag
Keyword or term assigned to a
piece of data or subject.
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Social Media Gallery: Example (Cont.)
7) Koobface
A social media virus that infects
computers when a video link is
clicked.
It can steal personal data & also
trick the user into buying fake
antivirus software.
8) Lexicon
Searches Facebook for keywords.
9) Monitter
Provides real-time monitoring of
TwitterSpace.
10) Podcast
A series of digital media files
(audio or video) maintained
centrally on the distributors
server as a web feed.
The listener can access the feed
& download it.
11) RSS
Real Simple Syndication, a
family of XML formats designed
to make it easy for consumers
to know when frequently
updated websites have new
content.
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Social Media Gallery: Example (Cont.)
12) Widget
An application that can be embedded into a
third party website by any user who has
rights of authorship,
sharing information from one site to another
by copying & pasting the code into ones own
profile.
13) Wikipedia
Open source encyclopedia,
allows anyone to contribute to entries.
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Course : Crisis Communication (1511CC11)
elearning.lspr.edu
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Course : Crisis Communication (1511CC11)

LSPR eLearning Program

Session Topic : Crisis & Social Media

By Syafiq B. Assegaff, MA, MD, CBM, IAPR

Dealing with Social Media

Guidelines for Social Media Writing

Part1: Dealing with Social Media

Crisis & Social Media: Source to Read

1. Fearn-Banks, Kathleen (2011) Crisis Communications; A

Crisis: Dealing with Social Media

1. Part of your strategy, but not the driver

2. Valuable resources for:

Crisis: Social Media & 2 Way Symmetrical

1. Social media networks Possibilities of 2-way symmetrical

Crisis: Social Media & 2 Way Symmetrical (Cont.)

2. Social media & mobile technology have changed the

These changes include:

Crisis & Social Media: Crisis Management in the 21st Century

The Secret to Successful Crisis

Amplifying the speed at which,

So then if these are todays crisis realities,

This is the topic of Melissa Agnes's TEDx

New-Crisis & Social Media: The Dominos Pizza YouTube

Social media: challenge & opportunity for PR practitioners.

e. Dominos responded to its YouTube crisis by,

New-Crisis & Social Media: About

From the case (previous slide),

New-Crisis & Social Media: Southwest Airlines Case

New-Crisis & Social Media: Coca-cola Case

1. A frustrated customer (with 10,000 followers on

New-Crisis & Social Media: JetBlue Case

JetBlue (with 770,000 followers),

New-Crisis & Social Media: Social Media & Bad News

Another sample: train accident; a woman was saved, &

Now, with smart phone, make it more frequently & easier.

Crisis & Social Media: Twitter Trouble

1. A Twitter hoax circulated after the Haitian

Source: CNN (2010)

Crisis & Social Media: Facebook Foils

a. A Canadian woman was,

Source: CBC News (2009)

Crisis & Social Media: MySpace Mischief

a. In 2006, a 13-year-old Missouri girl,

Megan Taylor Meier

Crisis & Social Media: E-Mail Error

1. Remember the Case of Prita Mulyasari vs

Crisis & Social Media: Writing Social Media Messages

Social media is,

Part4: Guidelines for Social Media Writing

Guidelines: Social Media Writing

Guidelines for social media writing

c. What is the best method of

Guidelines: Social Media Writing (Cont.)

d. Dont forget ancient tools such as

4) By communicating you are

f. When you begin to write, have

Guidelines: Social Media Writing (Cont.)

g. Think before you write

i. Make sure everything is accurate

Guidelines: Social Media Writing (Cont.)

j. Make sure everything is clearly

l. Watch noun/pronoun agreement:

Guidelines: Social Media Writing (Cont.)