Monday, December 06, 2010

Anticipating a social-media crisis to *avoid* shutting down your stream

If your organization's first reaction to a social-media torrent of negative comments is "shut it down," it's a signal that you haven't done enough planning, running scenarios and working through your official reactions and responses in a non-crisis training session.

So says Logic + Emotion blog, in this thoughtful post, which includes the useful visual map, at left, of how that process should look. Web and social media strategist Emily Culbertson shared this post with me, noting that, often "we expect the worst, which sometimes is a reason not to try a new channel. Perhaps this type of scenario planning will help."

I agree. There's no magic about social media that exempts it from the full range of public reactions you can get in any other media, and no reason to skip the planning in favor of the fun stuff.  Likewise, there's no reason to rule out social-media options simply because you might get negative feedback. Instead. have a planning and training session to run through scenarios and think through worst-cases. This September real-life crisis on the Johns Hopkins campus is just one example of what you should be anticipating. That case study, and a few others, can be found in the related posts below.

Need a customized training/planning session to work through your scenarios? Email me at info[at]dontgetcaught[dot]biz.

Related posts: Why your social-media plan needs its own crisis plan

9 posts I wish we'd seen on the J&J blog during its latest recall crisis

Specialized training sessions I offer to test your social-media reflexes

Subscribe to For Communications Directors, my free monthly newsletter, which features content before it appears here on the blog.  Then head over to don't get caught on Facebook, where you'll see new social media trends, technology and communications issues as they crop up during the week--and great conversations with our community of communicators. 

No comments: