Social Media Crisis, Risk and Reputation Management

Manage Negativity In Social Media Confidently & Compliantly

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Why sit this course?


Protect Your Brand In A Social Media Crisis

Don’t wait to get flamed in social, put a proactive plan in place today

Turn Your Social Community Into An Army Of Advocates

Putting the Like back into ‘Likers’ by engaging, surprising and delighting followers

Manage Negativity In Social Media Confidently & Compliantly

Negativity is inevitable, although disaster is typically bred by mismanagement

Mobilise The Silent Satisfied Majority

Proactive community management yields dividends when the mess hits the fan

Getting Buy-in From Senior Leaders & CEOs

Best practice for managing the c-suite to bring about necessary changes in protocol


View the Agenda

Preview session overview below


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

Your Instructor


James Fitzgerald
James Fitzgerald

James Fitzgerald is the Executive Director of Programming at SMK.

SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively.

As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs. James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.


How does the Pricing work?

  • Become an SMK member for unlimited course access
    Join SMK: Digital Excellence and access all online courses as they are released PLUS all Strategy Training Courses, Member Clinics, Technical Labs, Facebook Working Group Member Support and Live-Streams

    SMK releases between 25-35 hours of new leading-edge, digital marketing eLearning course content each month, touching on everything from Facebook Marketing, to Google Analytics, Digital Copywriting and much more. Digital Excellence Membership packages start from just $85 +GST /month with plans for individuals and teams available.

    Join hundreds of marketers today, from organisations like Sydney Metro, News Corp, Meat & Livestock Australia, Australian Youth Orchestra, Tourism Bendigo, Precision Group, Department of Education (QLD), City of Playford, Working Style (NZ), Timberland (NZ), Asics (NZ).

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Who is this course for?

Simply put, this course is for anyone who works with potential company crisis situations or responsible for being / managing company spokespeople.