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Social Media Crisis Simulation Training

Social Media Crisis Simulation Training

Train your communications team to handle an online crisis in a lifelike and secure setting. Protect your reputation online and optimise your crisis preparedness.

Philippe Borremans

August 02, 2013
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Transcript

  1. Social media: where stories break • First images appear on

    social channels • Concerned customers, relatives and staff post questions • Rumours spread • Journalists and bloggers crowd-source information and research background • Campaign groups mobilise around hashtags
  2. Has your crisis communications plan evolved? • Who would handle

    your social media channels in a crisis? • How would sign-off, tone of voice and messaging change? • Can you resource it 24/7 for several days? • Have you tested your social media crisis response recently? Evaluation Resolution Maintenance Initial event Pre-crisis
  3. How an exercise works • Run in your office, or

    from multiple locations • Typically lasts 3-6 hours • Designed for 2-20 participants • People take on their crisis team roles • See if your team can monitor and respond in a timely, coordinated way on social channels • Check the accuracy and tone of voice of their response under hostile ‘attack’ • Test how communications integrate with your business continuity, legal and operational teams as part of a wider crisis exercise
  4. What our simulations offer • Involve one team or several:

    bring in colleagues from other teams, your supply chain or business partners • Focus on crisis strategy, tone and messaging: a platform designed for ease of use, without lengthy training • Modular platform: practice media response, stakeholder management, Twitter, Facebook… or all at once • Customised scenario: we work with you to develop real- world issues and influencers to test your weak points • SSL security: banking-strength security of data, balanced with technology straightforward enough to work through virtually any corporate firewall
  5. The story of an exercise • Change.org is the world's

    largest e-petition platform • Fictional scenario: users are arrested for using the platform to groom teenage girls for sex • Mock news articles prepared, tweets and comments roleplayed by our team during the exercise • Change.org team given mock corporate social media channels to respond to speculation and issue statements
  6. The story of an exercise • Breaking news story •

    Reaction tweets • Phone calls from journalists • Retweets and speculation • Escalation: wider abuse, data security breach • Customers and business partners demand answers on child safety • Change.org team decides how to handle and writes responses across channels
  7. Feedback and analysis • Immediate feedback at the end of

    the exercise: • Strategy • Process • Messaging • Optional follow-up analysis based on simulator reports of tweets, emails, comments, statements • Highlight areas to work on through training, planning and further simulations
  8. Relevant, practical experience that really challenges “It looks real, you

    feel the pressure of dealing with news stories in real time, and that's really, really exciting.” “The simulator team understood our brand and what we did and what we exist for.” “It’s important to make sure you're absolutely clear on what it is you're saying on any channel you're communicating through. So I think that’s something we’ll reflect on going forward.” John Coventry, UK Communications Director Change.org