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06.29.2010 | P2
The news cycle has four stages: breaking news, context, analysis and archival.!
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1! Breaking news!
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Archival!
mslgroup.com | gauravonomics.com!
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The news cycle is becoming shorter in the breaking news and context stages, but longer in the analysis and archival stages.!
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Social media and search are playing an important role in re-shaping the news cycle, across the four stages.!
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During the 2009 Mumbai terrorist attack, Twitter, Flickr and blogs became important tools for citizen journalism for sharing original reporting, news, and opinions.! Social media, especially Twitter, played an important role in shaping the mainstream media narrative during the crisis, both in India and internationally.!
06.29.2010 | P7
The four stages in the crisis curve correspond to the four stages in the news cycle, and social media plays an important role in shaping them, making it more difcult to control a crisis.!
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Blame Game!
Sharing opinions via blog posts! More fragmented, but more viral!
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Resolution!
There are three types of crisis situations, based on the interplay between social media and mainstream media in the run up to the crisis ash point. Each needs a different approach.!
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A real world incident (oil spill, nancial scam, sex scandal) precipitates the crisis. Mainstream media puts a spotlight on the crisis while social media amplies the crisis.!
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During the protracted BP Gulf of Mexico crisis in 2010, the ash point was the oil spill itself, but social media played a critical role in the spotlight, blame game and resolution stages.!
Source: Graphic.is!
Social media conversations (product quality, customer support, employee discontent) build up into a crisis and are picked up by mainstream media.!
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In 2005, inuential blogger Jeff Jarvis blogged about a series of bad customer service experiences with Dell, and became the focal point of the Dell Hell crisis.! Dell Hell forced Dell to recommit to creating a positive customer experience and led to several remarkable social media initiatives including the Direct2Dell blog. !
Source: BuzzMachine!
A social media meme (Greenpeace video, anti-brand hashtag, antibrand video) creates a ash mob, turns into a crisis, and is picked up by mainstream media.!
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In 2010, Greenpeace created a viral video led campaign to protest against Nestle procuring palm oil from Indonesian rainforests and pushing orangutans towards extinction.! After a series of missteps from Nestle, protestors hijacked Nestles Facebook page and lled it with abusive comments and Nestle Killer prole pics.!
Source: Greenpeace!
06.29.2010 | P16
Social media has a specic role to play at each stage of the crisis curve. MSLGROUP has created a crisis management toolkit that includes tools and best practices for each stage in the crisis cycle.!
Attention!
1! Flash Point! Track early warning signals! mslgroup.com | gauravonomics.com! 0! Before Crisis! Plan for crisis scenarios!
Social media conversations (product quality, customer support, employee discontent) build up into a crisis and are picked up by mainstream media.!
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Identifying negative social media chatter early can help plan for and even prevent the crisis.!
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In the spotlight stage, social media can be used to plot a heat map of the crisis ows between social media and mainstream media and identify inuencers who are acting as hubs driving these ows.!
Identifying inuencer hubs can help change the crisis ows between mainstream media and social media.!
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In the blame game stage, social media can be used to shape the narrative, especially by leveraging owned media channels like blog and YouTube to highlight neutral or positive aspects.!
Sharing a new perspective via owned media at the right time can help shape the narrative of the crisis and avert direct blame.!
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In the blame game stage, social media can be used to create new contexts for positive stories, so that the negative stories arent the most prominent in search results.!
Proactively creating opportunities for positive stories at the tail of the crisis curve can help close the crisis in a way that minimizes ongoing damage. !
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Its critical to map out and plan for crisis scenarios in advance, in order to respond to them effectively. MSLGROUP has created a toolkit, including a workshop, for crisis mapping and planning.!
Mapping out and planning for the best, worst and most likely cases of alternate crisis scenarios can help respond to them effectively.!
Worst Case!
Most Likely!