Social Media Strategies in a Crisis

Course details

Social media is now the #1 activity on the web.  When most people think about the advantages of using social media for business, they immediately think of the marketing benefits.  However, many businesses are starting to use social media as a platform and tool for listening to the voice of the stakeholders and providing customer service.

When a crisis or emergency erupts, the power of social media can be an amazing tool for businesses.  A crisis can include anything from a simple website outage to product recalls or negative publicity that's spread through word-of-mouth.  This workshop will reveal how to use social media during a crisis and provide various case studies, including those from Singapore and overseas, so that participants can learn from real life examples.  The most recent case in point is the X Company website, which was recently launched and it has been an unmitigated disaster.  The website looks "better" but the functionality is a debacle.  Due to these issues, the SIA call centres have been swamped and becasue customers are unable to get through, where do they go? They go social.  The only problem is, the X Company Facebook Page is not "owned/manged" by X Company, it is owned by fans who set up the page and has almost 100,000 members.  X Company had ignored social media all this while.

This, and many other case studies, will be used to help participants learn how to integrate social media into organizational communications through easy-to-follow, step-by-step exercises.  Those with no knowledge of social media will get a chance to develop greater social media literacy that can be applied to the workplace.  Current/Active personal users of social media will advance their knowledge on how this can be used strategically for crisis communications management.  

OBJECTIVES

After completion, participants will be able to:

• Recognize the importance of social media and how it should not be tkaen for granted
• Discover ways on how social media should be inserted into the various corporate function strategies, and used for crisis communications
• Understand the objective of engagement with the public and stakeholders
• Locate crowds and manage communities to draw them to your social media sites and webpage
• Enhance relationship and engage with customers, potential clients, online connectors, and influencers to create brand awareness and brand loyalty
• Find out how the bulk of the soical media programmes can be executed without spending a single cent and without invloving the IT department
• Learn how to build a social media monitoring dashboard for "listening" and measuring "chatter"

COURSE CONTENT 

• The social media ecosystem (as it is now!) 
• Why you need to use social media in crisis management?
• How will you measure the impact and your results?
• What would be your biggest challenge or obstacle?
• Overview of social media tools

5 Important things to remember about Social Media Crisis Management 

• Speed
• Hypertransparency
• Dialogue
• Search
• Detractors

Social Media Crisis Management Framework

• Cultivate
• Prepare
• Respond
• Promote
• Monitor

Tutorials on Twitter, Facebook, Linkedin, Flickr and Youtube and how to engage people on these platforms as a "listening post"

Complimenting traditional media with social media in a crisis

How to show leadership in your organisation during a crisis situation, and how to guide senior management in high-stress, high risk situations.

How to develop messages that will resonate with desired audiences and help overcome negative perceptions

Do's and Don'ts of Social Media

Setting Social Media Policies for organisations 

WHO SHOULD ATTEND

Anyone involved in a role which manages communications, reputation, and publicity for the company.  These may include, but not limited to :   

• Marketing Executives / Managers  
• Public Relations Executives / Managers
• Corporate Communications Executives / Managers