Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

Publicada 23/04/10

Interesante presentación de Corinne Weisgerber sobre cómo las diferentes aerolíneas utilizaron las redes sociales para informar (o no) a sus clientes ante la crisis aérea provocada por la nube volcánica. También habla sobre cómo la empresa debería reaccionar ante los diferentes tipos de crisis.

Otras presentaciones de la misma autora, en este enlace.

Transcripción de la presentación
Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption

Using Social Media for Crisis Communication #ashtag
Types of Crises
self-provoked crisis
self-provoked crisis smoldering crisis
self-provoked crisis smoldering crisis malicious attack
self-provoked crisis smoldering crisis organized attack malicious attack
Natural Disaster unpredictable but known risk
?
lack of information ?
lack of information + short decision time ?
lack of information + short decision time = ? lots of uncertainty
lack of information + short decision time Public motivated to reduce uncertainty = ? lots of uncertainty Uncertainty avoidance leads to increased info seeking Response in ﬁrst 24 hrs determines success Need for good crisis communication
? Crisis communications is a branch of PR that is designed to protect and defend an individual, company, or organization, usually from a reactive response, facing a swelling public challenge to its reputation, brand, and community. All that"s required to ignite a negative ﬁrestorm is a spark from a single voice or an organized congregation. - Brian Solis ?
Crisis Communication 101 ? Put the public ﬁrst ? Take responsibility for solving the problem ? Be honest ? Monitor news coverage & telephone inquiries ? Never say ?No comment? ? Provide a constant ﬂow of info ? Communicate with key publics ? Be accessible
Call centers can"t handle that many requests: Need for alternative communication method
5 Cs of effective crisis comm. ? Concern ? Clarity ? Control ? Conﬁdence ? Competence
Defense Offense (accomodating)
Defense Offense (accomodating) ? Attack accuser ? Deny crisis ? Excuse
Defense Offense (accomodating) ? Attack accuser ? Ingratiation: appease ? Deny crisis ? Corrective action ? Excuse ? Full apology
How are airlines dealing with this crisis Work in pairs ? Pick one airline ? Check their social media sites
Video message from CEO & President
Q&A tab added to Facebook page
Proactive post
No #ashtag hashtag
#ashtag hashtag caught on Not all airlines used #ashtag though
Keeping publics updated even when there is no new info
Minimizing responsibility for crisis - putting it in perspective
Shifting blame?
How stranded travelers are using Social Media to Cope #getmehome #roadshare #putmeup
#getmehome
Crowdsharing rides home
#putmeup
Aggregation Live blog on Tnooz: Included ofﬁcial Twitter accounts from a string of airlines and other organisations
Facebook group for stranded travelers
Credits: Dr. Corinne Weisgerber St. Edward"s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew

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