{"id":1772,"date":"2017-03-22T11:11:16","date_gmt":"2017-03-22T11:11:16","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=1772"},"modified":"2017-03-22T11:11:16","modified_gmt":"2017-03-22T11:11:16","slug":"crisis-management-in-the-age-of-social-media","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/crisis-management-in-the-age-of-social-media","title":{"rendered":"Crisis Management in the Age of Social Media"},"content":{"rendered":"
\"Ashley
Ashley Cooksley and Polpeo’s Kate Hartley talk to Harold Reid Porter of Novelli Perspectives at SXSW.<\/figcaption><\/figure>\nThis year at SXSW, Kate Hartley, co-founder and COO of Polpeo<\/a>, and I took part in Porter Novelli\u2019s Perspectives series to chat about how social media has changed crisis management.
\nFilmed on location at the SXSW trade show, the session highlighted the scale of change in recent times, but also how emerging trends like automation and emotional analytics are continuing to disrupt the industry.
\nHere\u2019s some of our key takeaways from the session.<\/p>\n

The power dynamic has flipped<\/h2>\n

Anyone with a smartphone and a data plan can capture and globally distribute information. This has fundamentally changed crisis management.
\nKate shared a great story about a client she used to work for – a shipping company – that handled a crisis in a way that would be impossible now. One of this client\u2019s ships had been badly damaged on one side by a storm at sea. The media had got wind of it and were waiting for the ship to dock. To avoid negative coverage, the company simply docked the ship in a different direction, so the worst of the damage was facing out to sea and couldn\u2019t be photographed from the port.
\nThe technology which is now commonplace, from smartphones to drones, means that had this happened today, there would almost certainly be high definition footage of the damage circulating before the the ship had even returned to port.
\nIt used to be that the media had all the power in a crisis<\/b>. But now it\u2019s ordinary people who influence the media\u2019s agenda. Dealing with ordinary people requires a different approach to dealing with media. It means you have to be more human, and of course with humans comes risk<\/b>. You can\u2019t put every conversation through a lawyer.<\/p>\n

The traditional risk-averse, cold, corporate crisis response can now do as much damage as no response<\/p><\/blockquote>\n

Standard corporate doesn\u2019t cut it any more<\/h2>\n

The best approach to a crisis response – and outside of crisis periods as well – is the one that shows your brand has empathy for people. The traditional risk-averse, cold, corporate crisis response can now do as much damage as no response. When you get the approach \u00a0wrong during a crisis, social media backlash can have a real impact on a brand\u2019s bottom line.
\nBeing able to connect with an audience in a genuine and empathetic way is a key element of a crisis response in the age of social media.<\/b><\/p>\n

Emotional resonance can trump influence<\/h2>\n

Once, if an influential person disparaged your brand, it could possibly spell disaster. Now, audiences are a lot more savvy about who they listen to. If you\u2019ve invested in building positive relationships with your customers there\u2019s a good chance they\u2019ll rally around your brand.
\nThe flipside is you need to know who those people are that your audience <\/b>will <\/i><\/b>listen to and get them on side during the good times<\/b> so they can (hopefully) wield their influence to help you when things get rough.<\/p>\n

The technology is great, but we still need smart humans<\/h2>\n

Chatbots and other forms of automation were high on the agenda again at this year\u2019s SXSW. While these tools are great, you still need the right people in place to build real relationships and communicate in the right way with your customers.
\nWith the rise of social has come a flood of data showing who\u2019s talking about your brand and, more excitingly in recent times, the emotions your brand inspires. This kind of data is gold dust for brands who want to really resonate with their customers.
\nHaving that kind of data is one thing, being able to respond to it in the right way is another.
\nYou need people to use that knowledge in a way that positively affects the business, and know how to respond with emotional intelligence. The more we automate, the more we need skilled humans to communicate over digital media.<\/p>\n","protected":false},"excerpt":{"rendered":"

How brands handle crisis communications has changed dramatically with the emergence of social media and other technologies. As part of their Perspectives series, we talked with PR agency Porter Novelli at SXSW about the risks and opportunities of these changes <\/p>\n","protected":false},"author":10,"featured_media":1774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[2],"tags":[],"yoast_head":"\nCrisis Management in the Age of Social Media - The Social Element USA<\/title>\n<meta name=\"description\" content=\"At SXSW we chatted with Porter Novelli about how social media has dramatically changed how brands approach crisis communications.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thesocialelement.agency\/us\/crisis-management-in-the-age-of-social-media\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Crisis Management in the Age of Social Media - 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