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Crisis planning and management for social media.pdf

Crisis planning and management for social media.pdf

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Published by: Sowarga on Aug 04, 2013
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 For more information call Tamara on +44 (0)20 7099 5310 or visit www.emoderation.com eModeration Limited ::24 Greville Street :: Farringdon :: London :: EC1N 8SS :: UKeModeration and Carrot Communications
 
Crisis planning andmanagement for social media 
A full crisis planning and management package
 
 1
1.
 
Introduction
With social media now part of the vast majority of marketing andcommunications campaigns, eModeration and CarrotCommunications have combined their expertise in communitymanagement and digital communications to create a crisis planningand management package that includes managing a crisisunfolding over social media. This document will take you through theseparate modules that make up the crisis planning andmanagement package and give you an idea of what to expectfrom this hands-on and highly practical process. The modules can becommissioned individually or as a complete package.If you would like to discuss any aspect of the crisis planning andmanagement modules please do not hesitate to contact either Tamara at eModeration or Kate at Carrot.
eModeration
http://www.emoderation.com tamara@emoderation.com T: +44 (0) 20 3178 5050Mob: +44 (0)7771 524 061
Carrot Communications
http://www.carrotcomms.co.uk kate.hartley@carrotcomms.co.uk T: +44 (0)20 3178 5048Mob: +44 (0)7714 065 233
 
 
 2
2.
 
Crisis process audit
The first stage of crisis planning is to understand just how preparedyou are for a possible crisis. We do this by running a structured butpractical audit of the materials, systems and processes that are inplace currently, including social media communications andmanagement practices; and identifying where there are gaps, or improvements to be made.The audit is split into two main sections:
Processes audit
 
Written processes
 – 
a detailed analysis of the existing processeswith specific attention to:
o
 
Completeness:
 
Do the processes cover all aspects of the
organisation’s operations?
 
 
Do they include social and digital media?
 
Is there a crisis management team identified?
 
Are the contact details and passwords up to dateand correct?
 
Is the crisis plan easily available 24 hours a day,seven days a week?
 
Is there a practical and understood revision systemfor the processes?
o
 
Team preparedness:
 
Face-to-face interviews with key members of thecrisis team to test their understanding of theprocesses and policies
 
Are resources sufficient to manage a crisis, or arestandby resources available?
 
Are the team members trained and used to usingsocial media?
o
 
Scenario testing:
 
Review and testing of crisis scenarios that the crisisplan and processes address
 
Are they up to date?
 
Do they address social media specifically?
 
Are they realistic?
 
Have they been used and if so when with whatresult?
o
 
Social media management
 
Social media monitoring system (spotting the issueearly) and response
 
Social media management policies
 
Social media team and resources
 
Approach to managing online audiencecommunities owned by the brand (such asFacebook pages, Twitter streams etc)
 
Approach to managing online audiencecommunities not owned by the brand (such asreview sites, forums,
blogs, ‘unofficial’ pages etc)
 

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