MANAGING DIGITAL ADVOCACY

CRISIS AND PREVENTION

Brainstorm Management Consultants Limited

Mr. Chris Kalecha
ckalecka@gmail.com
Process of Social Media Advocacy Crisis
Management and Prevention
1. Create A Social Media Policy
–Copyright guidelines. Don’t assume interested groups
or employees understand how copyright applies online.
Provide clear instructions about how to use and credit
third-party content.
–Privacy guidelines. Specify how to interact with
customers online, and when a conversation needs to
move to a private channel.
–Confidentiality guidelines. Describe what business
information employees are allowed (even encouraged) to
share, and what should be kept under wraps.
–Brand voice guidelines. Do you maintain a formal tone?
Can your social team get a little goofy?
The Good
• 2. Secure Your Accounts
• 3. Use social listening to identify potential
issues
• 4. Define what counts as a crisis
• 5. Craft a crisis communication plan
Digital Advocacy Crisis Communication
Plan
 Guidelines for identifying the type and magnitude
of a crisis.
 Roles and responsibilities for every department.
 A communication plan for internal updates.
 Up-to-date contact information for critical
employees.
 Approval processes for messaging posted on social
media.
 Any pre-approved external messages, images, or
information.
 A link to your social media policy.
• 6. Stop all scheduled posts
• 7. Engage—but don’t argue
– Martin Resists@81martin63· Dec 28, 2018
– Replying to @JNJNews
– I used to powder my two boys with this; I hope it was
safe
– Johnson & Johnson
– ✔@JNJNews
– Hello there. We understand your concerns about the
headlines you’ve been seeing, and we want to put your
mind at ease – our talc is safe. We are committed to the
highest safety and quality standards in every Johnson’s
product.
• 8. Communicate internally
• 9. Learn from the experience