The Good, Bad and Ugly of Social Media Crisis Communications

Posted on by

social media icons

 

Social media platforms like Facebook and Twitter can be a scary place during a crisis. One poorly written comment or response can be devastating, turning public opinion against the perceived offender. However, social media can also be a valuable crisis communications tool and can be utilized to get out your side of the story.

To improve our social media crisis communications, we must learn from the successes and failures of others. For this reason, I have listed below what I consider to be the good, the bad and the ugly of using social media during a crisis.

The Good: Britt McHenry’s Twitter apology

ESPN reporter Britt McHenry upset everyone when she was caught on camera being nasty to a female tow-truck employee, ridiculing the woman’s weight, education and appearance. Anyone who saw the video was left with a terrible impression of McHenry. At first, McHenry was silent about the issue (probably consulting her PR people). Then she issued the perfect response on Twitter: a short and succinct tweet in which she apologized for her “actions”. In her apology, she humanized the interaction but didn’t repeat the ugly details of the incident. She also didn’t engage with hostile posters on Twitter.

Britt McHenry Twitter apology

Britt McHenry apologizes on Twitter

The verdict: McHenry still has a job as a sports journalist for ESPN and most people will forget about the incident in a year.

View the Air Force Public Affairs Agency’s chart on how to respond to social media posts.

The Bad: Jian Ghomeshi’s Facebook rant

Jian Ghomeshi, the CBC Radio star who was accused of sexually assaulting multiple women, wrote a long Facebook post immediately following his firing from the CBC. I assume Ghomeshi took to Facebook to stay ahead of the story. However, in my opinion it appears that he wrote the post prior to seeking the counsel of an objective third-party perspective such as legal or crisis communications professionals. (Ghomeshi’s PR consultants quit following the Facebook post.) The post appears driven by emotion, which is not good as emotions can cloud rational thought.

The verdict: Bad. Remember to check your emotions, and seek neutral third-party advice when responding to a crisis.

The Ugly: Washington football team’s tone deaf tweet

The NFL’s Washington football team has been dealing with a long-simmering crisis as a result of its racist team name (the “Redskins”). This has resulted in condemnation from powerful American politicians and cultural figures, a trademark dispute, and the addition of the term as an “offensive” word in numerous dictionaries. Despite this, team ownership maintains that the name is not racist. It was this attitude that probably led to the team’s posting of a tone-deaf image on Twitter on Thanksgiving Day with the logo of a native and the words: “Happy Thanksgiving from the Redskins”. As could be expected, the team and comment were immediately ridiculed.

Racist tweet

Washington’s Thanksgiving tweet

The verdict: Ugly. Awareness is critically important in communications. In their tone-deaf Twitter post, the Washington football team failed to take into consideration the historic brutality experienced by Native Americans after the first Thanksgiving Day.

Do you have an example of using social media during a crisis situation? Please leave a comment. I’d like to hear your story.

 

Subscribe to my newsletter

111 Comments

  1. Thanks for your personal marvelous posting! I seriously enjoyed reading it, you might be a great author.I will always bookmark your blog andwill often come back at some point. I want to encourage continueyour great job, have a nice day!

  12. whoah this blog is great i love reading your articles. Keep up the great work! You know, a lot of people are searching around for this info, you can help them greatly.

  15. แต่ก่อนจะแทงบอลคราวควรต้องไปโต๊ะบอลแต่ว่าตอนนี้พ้นสมัยแล้วครับ เนื่องจากต้องการพนันบอลก็ทำเป็นเลยเพียงแต่ปลายนิ้วก็แค่เข้ามาที่ UFABET การพนันบอลก็จะง่ายสำหรับคุณ เว็บไซต์ของพวกเรามีให้บริการพนันบอลออนไลน์แบบครบทุกแบบ

  16. Hello Anyone, I’m Very skilled Search engine optimization and linkbuilding skilled. I have Excessive Capacity to make bulk Backlinks in a brief time. In case you are searhing for Bulk links, then Get hold of me or Examine my gig. Thanks

  17. Wow! This could be one particular of the most useful blogs We’ve ever arrive across on this subject. Actually Fantastic. I am also an expert in this topic therefore I can understand your hard work.

  19. fantastic submit, very informative. I ponder why the other experts of this sector do not realize this.You should proceed your writing. I am sure, you havea huge readers’ base already!Here is my blog: Importance of workplace panic buttons

  20. Thank you for every other informative website. The place else may just I get that kind of info written in such a perfect manner? I have a challenge that I’m simply now working on, and I’ve been at the look out for such information.

  21. Wonderful work! This is the type of information that should be shared around the net. Shame on the search engines for not positioning this post higher! Come on over and visit my web site . Thanks =)

  22. Good – I should definitely pronounce, impressed with your web site. I had no trouble navigating through all tabs as well as related information ended up being truly easy to do to access. I recently found what I hoped for before you know it in the least. Quite unusual. Is likely to appreciate it for those who add forums or something, website theme . a tones way for your client to communicate. Nice task..

  23. Do you have a spam problem on this site; I also am a blogger, and I was wanting to know your situation; many of us have developed some nice procedures and we are looking to exchange strategies with other folks, please shoot me an e-mail if interested.

  24. What’s Happening i’m new to this, I stumbled upon this I’ve found It absolutely useful and it has helped me out loads. I am hoping to contribute & help different users like its aided me. Great job.

  25. I was curious if you ever considered changing the page layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having 1 or 2 images. Maybe you could space it out better?

  26. I was suggested this web site by my cousin. I’m not sure whether this post is written by him as no one else know such detailed about my difficulty. You’re incredible! Thanks!

  27. I don’t even understand how I finished up here, but I thought this publish was good. I do not realize who you’re however definitely you’re going to a famous blogger in case you are not already 😉 Cheers!

  28. Interesting blog! Is your theme custom made or did you download it from somewhere? A design like yours with a few simple adjustements would really make my blog stand out. Please let me know where you got your design. Thanks

  30. Hi there! I’m at work surfing around your blog from my new iphone 3gs! Just wanted to say I love reading through your blog and look forward to all your posts! Keep up the outstanding work!

  33. Hi there! This post could not be written much better! Looking at this post reminds me of my previous roommate! He constantly kept talking about this. I’ll forward this post to him. Pretty sure he will have a good read. Many thanks for sharing!

  34. Greetings! Very useful advice in this particular article! It’s the little changes which will make the most important changes. Thanks a lot for sharing!

  37. โปรสมาชิกใหม่ ฝาก30รับ100 เว็บใหม่ถอนไม่อั้น สล็อตทุนน้อยสล็อตล่าสุด แจกเครดิตฟรี แจกหนักมากกโปรเว็บใหม่ สนใจคลิ๊กลิ้งค์ได้เลยแจกจริง อิอิ

  39. Thank you for the good writeup. It in fact was a amusement accountit. Look advanced to far added agreeable from you!By the way, how can we communicate?

  41. I recently tried cannabis dispensary , and I’m extraordinarily impressed with the quality. The effects were mild, calming, and faithfully what I was hoping for. The variety of options also allowed me to find something made-to-order for both relaxing evenings and rich days. Once commend proper for anyone seeking significant results!

  46. Hi there, just became alert to your blog through Google, and found that it is really informative.I’m gonna watch out for brussels. I’ll be grateful if youcontinue this in future. Many people will be benefitedfrom your writing. Cheers!

  47. Wow that was odd. I just wrote an incredibly longcomment but after I clicked submit my comment didn’t appear.Grrrr… well I’m not writing all that over again. Regardless, just wanted to say wonderfulblog!

  48. I’m now not positive where you are gettingyour information, however great topic. I needs to spend a while finding out much more or understandingmore. Thanks for excellent information I used to be on the lookout for thisinformation for my mission.

  50. hi!,I really like your writing so so much! proportion we keep in touch more approximately your article on AOL? I require an expert in this space to solve my problem. Maybe that is you! Taking a look ahead to see you.

  61. What’s Happening i am new to this, I stumbled upon this I have found It absolutely helpful and it has helped me out loads. I hope to contribute & aid other users like its helped me. Good job.

  63. Aw, this was an incredibly good post. Taking a few minutes and actualeffort to create a superb article… but what can I say… I hesitate awhole lot and don’t seem to get nearly anything done.

  64. F*ckin’ awesome things here. I am very satisfied to peer your post. Thank you so much and i’m looking ahead to contact you. Will you kindly drop me a e-mail?

  70. Pingback: lottorich28

  71. Pingback: รับซื้อแบรนด์เนม

  72. Pingback: office for rent phuket

  73. Pingback: saคาสิโน

  75. Pingback: have a peek here

  76. Pingback: บับเบิ้ล

  77. Pingback: SSI Pro Courses

  78. Pingback: John

  79. Pingback: hack overwatch

  81. Pingback: เช่ารถตู้พร้อมคนขับ

  82. Pingback: best escape from tarkov cheats

  83. Vexing cannabis products instead of the cardinal heyday was an eye-opening experience. The abatement and euphoria were unexpected but welcomed. It enhanced my sensory appreciation and sparked a newfound rise in place of music and art. Anyway, the intense starvation caught me inaccurate guard. Complete, it was a memorable introduction to a new world of sensations.

  84. Pingback: หวยหุ้น หวยดวงดี

  85. Pingback: PlayStar Slot ค่ายสล็อตออนไลน์

  86. Pingback: steenslagfolie

  89. I’ve been using CBD products with a view over two years today, and the experience has been transformative. CBD lubricant has curiously improved my catch dignity and reduced my longing levels. The edibles are a handy and enjoyable temperament to merge CBD into my commonplace routine. I rate the genuine approach to wellness that CBD offers, and I’ve capable no adverse side effects. Well acceptable in behalf of those seeking a sensible selection to household medications.

  90. Pingback: เว็บปั้มติดตาม

  91. Fatiguing hemp products has been somewhat the journey. As someone rapier-like on spontaneous remedies, delving into the coterie of hemp has been eye-opening. From THC tinctures to hemp seeds and protein puissance, I’ve explored a type of goods. In defiance of the disorder adjoining hemp, researching and consulting experts have helped journey this burgeoning field. Comprehensive, my sophistication with hemp has been favourable, sacrifice holistic well-being solutions and sustainable choices.

  92. Pingback: คายัค

  93. LeCoupon: актуальные новости для любителей вещевого шоппинга
    Лента новостей, события, стильные луки, эвенты, дропы, подиум.
    https://qrmoda.ru/

  94. Pingback: post

  95. Pingback: henry evil roy 22lr

  96. Pingback: สล็อตแตกง่ายสล็อตเว็บตรงสล็อตpg

  97. Pingback: naza24

  98. Pingback: aksara178

  99. Pingback: ดูสารคดีออนไลน์

  100. Pingback: วิเคราะห์บอลวันนี้

  101. Pingback: บริการรับจด อย

  102. Pingback: ทางเข้า lsm99

  103. Pingback: spin238

  104. Pingback: Buy Apple Airpods Pallet

  105. Pingback: http://www.habifi.uk/quote-post-type/?unapproved=291095&moderation-hash=1a1c7ddeaf4eabcf8fa74aa4569b1196

  106. Pingback: เว็บตรง bk8

  107. Pingback: 웹툰 미리보기

  108. Pingback: read the article

  109. Pingback: agen slot

  110. Pingback: ammo

  111. We’re a bunch of volunteers and opening a brand new scheme in our community.
    Your web site offered us with helpful information to work on. You’ve done a formidable activity and
    our entire community can be thankful to you.

Leave a Reply

Your email address will not be published.