How to respond to negative situations using social media
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CPC&
HOW TO RESPOND TO
NEGATIVE SITUATIONS
USING SOCIAL MEDIA
Charlie Pownall | CPC & Associates Ltd
Hang Seng Management College | April 15, 2015
CPC&
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Accountability
Transparency
Authenticity
Consistency
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Globalisation
Digitisation
Tribalism
Activism
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Customers
Civil groups
Competitors
Employees
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Types of negative situations
CRISIS
PROBLEM
ISSUE
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SEVERITY
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INCIDENT
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LONGEVITY
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INTERNAL
EXTERNAL
Traditional Achilles Heels
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Political pressure
Regulatory changes
Religious/cultural/political
controversies
Societal outrage
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Cyber attacks
Health scares
Hostile takeover bids
Natural disasters
Political unrest
Sabotage & extortion
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Corporate/strategic failure
Corporate governance failure
Fraud/malpractice
Poor employee behaviour
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CEO dismissal
Employee injuries/death
Industrial disputes
IT system failures
Product quality recalls
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ISSUE-LED
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INCIDENT-LED
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New Achilles Heels
• Reviews & customer service
• Marketing & social media programs
• Inappropriate employee behavior/comments
• Whistleblowing
• Confidential/proprietary information
• Privacy
• IP: impersonation, copyright, trademarks
• Rumors, misinformation, disinformation, defamation
• Smoking guns
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The role of social media
Role of social media
IGNITE
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AMPLIFY
SUSTAIN
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(Not So New) Response Options
A. Communicate
B. Negotiate
C. Leave
D. Minimize
E. Remove
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Three common scenarios
I. The furious customer
II. The rogue employee
III. The hostile journalist
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CPC&
Criteria to assess customer complaints
• Nature of complaint
• Motivation
• Influence
• Velocity
• Location
• Language
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CPC&
II
THE ROGUE EMPLOYEE
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CPC&
Contact approaches
• Direct & public
• Direct & private
• Indirect & public
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CPC&
III
THE HOSTILE JOURNALIST
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