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September 2, 2014 Transcript of #CommsChat on social media and crisis management

This week on #commschat we spoke about crisis communications over social media platforms. We spoke about the opportunities and challenges that social media presents and shared best practice examples.

  • @_digital_impact digital means you can hear what people say about your brand-allows you to react/change your message accordingly
  • @JessAnstee benefits: ability to broadcast msg’s & interact with global audiences regardless of mktg budget
  • @ncardwell T2: Social media is not filtered through any ‘prism’. Brands need to be more ‘personal’ when using it. A Challenge & opportunity
  • @casilda1 T2: actually #socialmedia has changed the tone of comms in other channels. Brands have to be more consistent and authentic.
  • @aCupOfLee the power of influencers is a shift from trad media when communicators would build trusted r’ships with journos

To read the whole conversation, see below:

 

Gutted to have missed out on being part of #commschat tonight. Great discussion around crisis comms. Reviewing the hashtag right now.
RT @ncardwell: Enjoyed #commschat as always this evening. Check out the hashtag for some great insights and thinking on social media crisis…
RT @ncardwell: Enjoyed #commschat as always this evening. Check out the hashtag for some great insights and thinking on social media crisis…
Enjoyed #commschat as always this evening. Check out the hashtag for some great insights and thinking on social media crisis comms.
@CommsChat but yes @JeremySinger1 it helps to add a little boldness and humour, social is a great space for informality #commschat
Thanks for your insights tonight #commschat crowd, I’m signing off. Have a great evening, and we hope to see you next week at 8 #commschat
@CommsChat I think it does but, because exceptions of these brands among consumers can be low, hige gains if done properly #commschat
@CommsChat I guess it depends on the objectives for using social; brand awareness, customer services, sales etc #commschat
Does the informal nature of social media make it a harder medium for more ‘traditional’ brands such as financial? #commschat
@CommsChat Some brands are bolder than others & will experiment with their social output & content. How dull is the predictable! #CommsChat
@CommsChat #commschat how @O2 handled service outage & subsequent rants on social is a pretty good example http://t.co/KOSdWj4w14
Final topic tonight: How does brand culture play into the separate ways that companies use social media? #commschat
@CommsChat It often comes down to common sense, mixed with intelligent humour and good timing. The snowball effect then follows! #CommsChat
@JeremySinger1 @CommsChat absolutely! Some were even speculating whether it was a crafty PR strategy! #commschat
@GreggstheBakers showed us all how a minor crisis well managed can become a positive for a brand http://t.co/JjNBCsnhHk #commschat
@CommsChat T5: Some good examples of brands averting negative situations through good use of social e.g. Royal Mail #commschat
@CommsChat Greggs Vs Google! Using their Twitter & Instagram to inject humour and their products into key messaging! #CommsChat
@CommsChat the worst has to be the copy & paste apology script in response to every comment! #commschat #crisiscomms
@JeremySinger1 @CommsChat Couldn’t agree more. Inappropriate juxtapositions can be so damaging #commschat
@CommsChat from my experience during the riots the ability to use social media made a huge difference #commschat
Topic 5: Can you think of a time when a company turned its prospects around through maximisation of social media tools? #commschat
@CommsChat T4: In a crisis, brands should halt pre-scheduled posts or trivial activity until the situation is under control! #CommsChat
@RuthyKimbley @CommsChat I agree & it’s not happening enough here. Think brands are wary of trusting external content producers #commschat
@CommsChat the power of influencers is a shift from trad media when communicators would build trusted r’ships with journos #commschat
@brypieee @CommsChat Completely agree. #commschat
@aCupOfLee: @CommsChat reputation challenge in digi age includes trusting your brand to online influencers http://t.co/kgrXumrmhR #commschat
@CommsChat T4: Remove all scheduled posts. Be transparent #commschat
@CommsChat T4 contd …”ignorance is not bliss in a crisis” #commschat
@CommsChat Issue statement promptly as you want your message out there within 30 mins of crisis #commschat
RT @TimElliottUK: @CommsChat T4 #commschat …getting into a debate or argument ,and/or ignoring the issue
@CommsChat T4 #commschat …getting into a debate or argument ,and/or ignoring the issue
T4: Coming across as flippant or insincere is a major pitfall to be avoid. Crisis are in the eyes of the beholder! #commschat
T4: What should brands avoid doing online in a crisis? #commschat
@CommsChat T3: Its a powerful channel to clarify any inaccuracies that may have been reported during your crisis #commschat
RT @redluker: @CommsChat respond quickly even if it’s just to say ‘we’re looking into it’ #commschat
T3: I think it’s important brands are brave enough to say ‘we don’t know’ or ‘help us’ to customers / influencers during crisis #commschat
@CommsChat respond quickly even if it’s just to say ‘we’re looking into it’ #commschat
RT @dellerm: @CommsChat instant rebuttal is very useful. There’s no time lag in getting correct info out #commschat
T3: In crisis, social offers vehicle to respond instantly with what info you have and crowd source what you don’t know #commschat
@CommsChat instant rebuttal is very useful. There’s no time lag in getting correct info out #commschat
@aCupOfLee @CommsChat How does this differ from traditional media? #commschat
@CommsChat t3 ..to listen and learn and be honest #commschat
RT @casilda1: #commschat T2: actually #socialmedia has changed the tone of comms in other channels. Brands have to be more consistent and a…
@CommsChat it boils down to overall biz objectives and what platform works best to meet objectives and reach target audience #commschat
RT @dellerm: @CommsChat it’s you talking directly and having an instant conversation at any time of the day Have to sound normal #commschat
T3: How can brands use social media effectively during a crisis? #commschat
@CommsChat reputation challenge in digi age includes trusting your brand to online influencers http://t.co/pZ87R8W1IN #bloggers #commschat
@casilda1 Great point! Agree 100%. Social and need to integrate offline with online has changed how I write #commschat
#commschat T2: …but will #socialmedia kill the corporate monologue? The jury is still out.
RT @casilda1: #commschat T2: actually #socialmedia has changed the tone of comms in other channels. Brands have to be more consistent and a…
RT @casilda1: #commschat T2: actually #socialmedia has changed the tone of comms in other channels. Brands have to be more consistent and a…
Listening in to #commschat for the first time in ages. Great insights.
@RuthyKimbley @CommsChat as a voice is it better suited to certain types of brand personality? #commschat
#commschat T2: actually #socialmedia has changed the tone of comms in other channels. Brands have to be more consistent and authentic.
@CommsChat Here are some examples of social crises, and varying responses! http://t.co/qufPPDFhOE #CommsChat
@CommsChat T2, for a start, tone of voice is different, it’s a space where ur brands personality should come through #commschat
T2: Social media is not filtered through any ‘prism’. Brands need to be more ‘personal’ when using it. A Challenge & opportunity #commschat
@CommsChat t2 again the #RealTime ness of it is a core difference, each SoMe platform differs slightly to trad comms though #commschat
@CommsChat #commschat Things being said about your brand, +ve or -ve, spread faster & live longer
RT @TimElliottUK: @CommsChat @casilda1 …yeah a contingency plan is the key even if “crisis” is rare #commschat
Lets move on to the second topic, T2: How is social media different to other forms of communication, how do you handle this? #commschat
@CommsChat #commschat benefits: ability to broadcast msg’s & interact with global audiences regardless of mktg budget
RT @amandacomms: MT @CommsChat: #commschat Mon crisis comms special following @greggs’ great crisis mgmt http://t.co/mnAlT2Nkeh >> area of …
Hi #commschat. First time I’ve been able to take part for a few weeks. Really interesting topic this evening.
@CommsChat Customrs use digital platforms to resolve issues, makes it difficult for brands to build rltnshps when cust serv there #commschat
@TimElliottUK a plan is the key, otherwise panic reaction to a crisis could be disastrous #commschat
.@TimElliottUK do right. The crisis comms plan is key. #commschat
@CommsChat people can talk about you and share stories. Get great insight but also need to listen and engage even with bad news #commschat
@CommsChat digital means you can hear what people say about your brand-allows you to react/change your message accordingly #commschat
@CommsChat T1 …I think it’s a good thing we can respond in realtime , it’s quick to fix some issues if we have a plan in place #commschat
Tuning into #commschat tonight for the first time 🙂
@CommsChat digital allows/requires more transparency with online brand and reputation management – both a positive and a negative #commschat
Don’t forget to use the #commschat hashtag!
RT @CommsChat: Lets get started: T1: What are the challenges and the positives of managing brand reputation in the digital age? #commschat
Lets get started: T1: What are the challenges and the positives of managing brand reputation in the digital age? #commschat
RT @CommsChat: Good evening all, welcome to tonight’s #commschat hosted by Emily from @Communicatemag tonight we’re talking social media an…
@TimElliottUK Hi Tim, I’m looking forward to it as well #commschat
8-9pm on a Mon is so busy… #BrandYorkshire #PBoroHour #MarketHour #CommsChat #CardiffBabyToddler #BrandYorkshire Hello you you all…
Evening #commschat , interesting subject tonight 😉
#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
Good evening all, welcome to tonight’s #commschat hosted by Emily

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