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Social Media Crisis, Trolls and Blunders

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Douglas Karr
Douglas Karr

A discussion of social media crisis, trolls and blunders. How to recognize a crisis and how to prepare for the inevitable.

BusinessNews & Politics
1 of 26
Crisis, Trolls, Blunders: How to Prepare for the Inevitable Presented by Douglas Karr April 12, 2013
Let’s put things into perspective  You are here 2
Client Impact
Client Explains Impact
Social Media Crisis Lifetime
Social Media Reaction
(Pays)
Mashable’s Biggest Social Media Disasters of 2012 McDonald’s – promoted hashtags #mcdstories Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 9
Mashable’s Biggest Social Media Disasters of 2012 Snickers – paying celebrities Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 10
Mashable’s Biggest Social Media Disasters of 2012 American Rifleman – Good Morning Shooters! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 11
Mashable’s Biggest Social Media Disasters of 2012 Celeb Boutique - #Aurora is trending Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 12
Mashable’s Biggest Social Media Disasters of 2012 Chick-Fil-A Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 13
Mashable’s Biggest Social Media Disasters of 2012 Microsoft and Ann Coulter KitchenAid – Obama’s Grandma Stubsucking Hell American Apparel – Bored during the storm Gap – Hurricane Sandy Macy’s and Donald Trump Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 14
Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 15
Reality Perception 16
Defense
Lawyers Approve the Plan, Not the Response
What’s a Crisis?  It impacts clients, prospects and/or your reputation.  It has momentum and is growing.  There’s no immediate remedy 19
Don’t Feed the Trolls  Stay on your turf  Recruit your fans  Defend yourself 20
Blunders  Stay on your turf Acknowledge  Recruit your fans Apologize  Defend yourself Assert Assess Act Credit: Jason Falls Abdicate 21
This  Since @GeniusPack hasn’t followed me, I couldn’t send them a private message even if I wanted to. Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 22
This Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 23
Blunders  Stay on your turf  Recruit your fans Don’t be anonymous, empower your staff, solve the problem  Defend yourself 24
Empower 25
Contact Doug, Marty or Jenn DK New Media 120 E Market St, Suite 940 Indianapolis, IN 46204 317.456.2564 info@dknewmedia.com Marketing Tech Blog http://www.marketingtechblog.com

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Social Media Crisis, Trolls and Blunders

  • 1. Crisis, Trolls, Blunders: How to Prepare for the Inevitable Presented by Douglas Karr April 12, 2013
  • 2. Let’s put things into perspective  You are here 2
  • 8.
  • 9. Mashable’s Biggest Social Media Disasters of 2012 McDonald’s – promoted hashtags #mcdstories Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 9
  • 10. Mashable’s Biggest Social Media Disasters of 2012 Snickers – paying celebrities Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 10
  • 11. Mashable’s Biggest Social Media Disasters of 2012 American Rifleman – Good Morning Shooters! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 11
  • 12. Mashable’s Biggest Social Media Disasters of 2012 Celeb Boutique - #Aurora is trending Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 12
  • 13. Mashable’s Biggest Social Media Disasters of 2012 Chick-Fil-A Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 13
  • 14. Mashable’s Biggest Social Media Disasters of 2012 Microsoft and Ann Coulter KitchenAid – Obama’s Grandma Stubsucking Hell American Apparel – Bored during the storm Gap – Hurricane Sandy Macy’s and Donald Trump Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 14
  • 15. Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 15
  • 16. Reality Perception 16
  • 18. Lawyers Approve the Plan, Not the Response
  • 19. What’s a Crisis?  It impacts clients, prospects and/or your reputation.  It has momentum and is growing.  There’s no immediate remedy 19
  • 20. Don’t Feed the Trolls  Stay on your turf  Recruit your fans  Defend yourself 20
  • 21. Blunders  Stay on your turf Acknowledge  Recruit your fans Apologize  Defend yourself Assert Assess Act Credit: Jason Falls Abdicate 21
  • 22. This  Since @GeniusPack hasn’t followed me, I couldn’t send them a private message even if I wanted to. Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 22
  • 23. This Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute 23
  • 24. Blunders  Stay on your turf  Recruit your fans Don’t be anonymous, empower your staff, solve the problem  Defend yourself 24
  • 25. Empower 25
  • 26. Contact Doug, Marty or Jenn DK New Media 120 E Market St, Suite 940 Indianapolis, IN 46204 317.456.2564 info@dknewmedia.com Marketing Tech Blog http://www.marketingtechblog.com