session 4

Case study : United breaks guitars

  • AKA crisis communication. There’s a book!
  • CSB news story (2009)
  • Stock price effect (wikipedia)
  • Another resource (OECD)
  • What is the role of the social media manager (think back to our circle of roles from two weeks ago) — and who else should be involved in (a) planning and (b) responding?
  • Other infamous examples?
  • Questions:
    • Why do you think the first video went viral? (And what do we mean by that?)
    • What options did United have along the way? After the video made the news?
    • How might United have anticipated something like this happening? What other types of crisis comm affect airlines?
    • What advice (hindsight is 20-20) do we have for organizations — and how do we anticipate “the next big thing”? [where/how to monitor? – what’s only 2-3 years old today that communicators need to be aware of?]

Group projects discussion

(self-selection – how do you want to proceed? If a class member nominated an org but doesn’t work for them, do you think it’s OK for them to be on that team?)

  • 2BarSpirits – Twitter/Foursquare – plan to boost engagement w/limited time (includes analysis of these channels and if alternatives should be considered, why)
  • ClarionWest – competitive analysis (what channels are similar organizations using and how do we stack up – recommendations for channels and type of content/frequency of posting)
  • Mosby Farms – social media plan/competitive analysis with focus on time-management; evaluation of the various platforms with a recommendation for a channel (or two) as well as type of content/frequency of posting
  • Charles Sheldon, published author; “The Spear Thrower” is entered in Amazon Breakthrough contest – has a blog but needs to understand how to have a content platform (hub-spoke) that feeds social; he needs a plan for where/what he should share
  • Ann > City of Sumner (pitch)
  • Jointly create one piece of content that team members will promote, such as podcast/video/white paper/etc

See Wiki for groups and details

Next week:

 

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3 thoughts on “session 4

  1. (1) What is the role of the social media manager (think back to our circle of roles from two weeks ago) — and who else should be involved in (a) planning and (b) responding?

    — Analyze sentiment on SM and advise other members of the crisis management team
    — SM manager monitoring what is going on – probably directed by PR/media relations manager
    — Architect is the SM manager -> what is important – producer would create and move to distributor
    — Have a plan in place ahead of time – back up plan, Plan B
    — Relationship between the CEO (leadership role) and comm director/PR people — remember the internal component

    Risks
    * Reputation (trust)
    * Stock price
    * Legal
    * Employees
    * Political capital

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