A social media crisis can occur anytime, whether your brand is on social media or not. While brands may already be marketing on social media, insufficient resources are often allocated to social media crisis management. Unlike traditional crisis scenarios, social media crisis is swift, amplified and often hard to manage as everything occurs in real-time. Without sufficient preparations, brands can often damage their valuable brand equity. Moreover, such preparations to manage a crisis on social media are only effective before there is any semblance of a crisis brewing. So the big question is – what should we do when things come crashing down?

This workshop offers brand owners and marketers a strategic framework that can be easily adapted to the needs to any organisation. Through a combination of presentation, case studies and a simulation exercise, it will arm attendees with the right mindset and understanding to plan, prepare and manage social media crisis effectively.

By the end of the Crisis Management on Social Media  course, you will be able to:

• Understand how social media is changing crisis communications
• Draft the framework to manage a social media crisis
• Identify and assess online reputational vulnerabilities
• Establish Must-have social media crisis and issues communications protocols
• Classify different types of social media crisis and plan and allocate your resources accordingly
• Develop social media policy and guidelines using scenario planning and case studies
• Move From Crisis to Opportunity
• Manage crisis without further escalation

-Senior Executives

-Management Staff

-Web Designers and Developers

-Sales and Marketing Staff

-Marketing Executives

-Junior Digital Marketers

-Marketing Graduates

-Business Development Managers

-PR Professionals

-Advertisers

-Event Organisers and Managers

-Promotions and Customer Service

-Managers

-Online Marketers

-Digital Strategists

-Business Owners

Day 1: 9.00am - 5.00pm

MODULE 1: Social Media and Ethics

•    Social Media Policy and adherence
•    Understanding copyright and creative commons
•     Disclosure and Transparency
•     Social Media risks and rewards

Module 2 : Understanding Types of Crisis

•    Conventional crises which now play-out differently
•    Crisis created by use of social media by customers, citizens or employees
•    ‘Own goals’ triggered by organisations misuse of social media
•    The importance of speed of response

Module 3:The Anatomy of Social Media Crisis

•    The categories of Social Media Crisis
•    The levels of Social Media Crisis
•     The life cycle of Social Media Crisis                   
•    The influencer impact on Social Media Crisis

Module 4: Creating the right tone of communication

•    Creating socially acceptable behaviour
•    Managing accessibility
•    Creating a plan
•    Managing a 24/7 information stream
•    How to appear transparent, visible and accessible

Module 5: The Social Media Crisis Plan

•     Assessing Social Media Issues and Risks
•    Managing and mitigating issues and risks
•     Social Media Escalation Plans
•    Handle Negative Publicity on Social Media Forums

Value Exchange Session: Case Studies on (Brief about the case studies)

Day 2: 9.00am - 5.00pm
Module 6: Responding to Customers & Stakeholders

•    Avoiding appearing as a remote and inflexible organisation
•    What is digital activism and who are digital activists?
•    How to respond to ‘radicalised’ customers or stakeholders
•    The importance of monitoring
•    A look at available monitoring tools

Module 7: Monitoring System

•    A lesson in establishing a real-time monitoring dashboard
•    A practical session to establish a basic dashboard for each participant
•    Managing real-time publication
•    A look at the tools required to manage real time information publication
•    The role of platforms such as Twitter, Facebook and Wordpress
•    A look at the processes required to use these tools effectively

Module 8: Crisis Communication and Management

•    Internal Communication
•     Media Communication
•     Influencer Communication
•     Communicating on Social Channels
•    Crisis Scenario Planning

Value Exchange Session: Case Studies (Brief about the case studies)
 

Interactive presentation, workshop based simulations, case studies and open discussions.