Social Media Crisis, Risk and Reputation Management

What content is covered in this Course?

What Are The Most Common Social Media Crisis Situations?

• What are the most realistic social media threats to a business?
• Getting beyond scare-mongering, how do crisis situations usually play out?
• Social media vs. mainstream media- how much damage can that Tweet cause?

Major Legal Social Media Threats & Risks

• The copyright ticking time-bomb!
• Defamation in social media, where does the liability reside?
• Bullying and victimisation in online communities

Traditional Crisis Management Processes Reviewed

• What is the usual protocol in a business crisis?
• Where does existing crisis management planning need to be amended/updated?
• The increasing role of technology in reputational management

Educating Business Leaders On Social Media Crisis Management

• Advice and guidance on generating leadership by-in
• CEO accountability - should your CEO ever apologise in social media?

Best Practice Guidelines On Responding To Crisis Situations

• Proactive reputation management versus reactive
• What if people are trashing your brand online?
• If ‘the mob’ is baying for blood, does the business need to change?
• Ensuring consistent organisational tone and language
• Who is accountable for your reputation online?
• PR? Customer service? Legal?
• Should reputational management be outsourced or is it best kept in-house?

Community Management Best Practices Reviewed

• How to build an engaged community
• Taking an integrated approach to grow your community and reach
• Creating a kicking program of content and events to build excitement
• Generating community love via perceived ‘Random Acts of Kindness’
• Adding a human touch to build affinity
• Mobilising the ‘silent satisfied majority’ to advocate
• Modifying workflows to manage and escalate issues and complaints
• How to structure internal teams to maximise resources

Developing Company-Wide Social Media Guidelines

• Managing employees and spokespeople in social media
• Protecting your organisation with company-wide guidelines
• Social media guidelines and HR best practice