HR can use social media for: Crisis / Unacceptable Behavior Management

• Monitor social media platforms like Twitter and Instagram, so you:

• Are alerted of the situation

• Have proof of its occurrence

• Can gather info to find the employee in violation

{Social Media: HUMAN RESOURCES CRISIS CONTROL

Unacceptable Behavior Examples:

{Social Media: HUMAN RESOURCES

Crisis Example/ Weibo

CCTV’s annual Consumer Day Program aired a story where one of the company’s restaurants changed the freshness period on its food and sold them to unsuspecting customers.

In as little as an hour, McDonald’s took the lead by publishing a frank apology on social media. The apology was widely accepted by online commentators; within a short period of time, some 1,000 consumers commented on the apology.

Many expressed opinions which included criticism of McDonald’s and blamed the company’s management for the problem. But many others expressed their understanding and declared their willingness to forgive McDonald’s. Some even offered support and admiration for the swift and sincere apology.

{Social Media: HUMAN RESOURCES

Crisis Example/ Weibo

By 11 pm, the statement reached over 10 million consumers through more than 8,400 retweets on the @McDonald’s official weibo, the @Sina Finance and Economics account as well as other media accounts.

These 10 million retweets in such a short time illustrate the incredibly fast transmission in Chinese social media.

{Social Media: HUMAN RESOURCES

Conclusion – Social Crisis Management Starts Before the Crisis

Crisis management poses a number of well-known challenges on organizations: Ensuring that the Spokesperson communicates “according to script” Building consensus within the Crisis Team on the causes and appropriate remedies of an issue Coordinating the actions of different departments to avoid conflicting messages.

The social media environment now requires us to consider new questions. How can we: Ensure that the company has access to minute-by-minute monitoring and analysis of online opinion? Ensure that the company’s Crisis Team and decision-makers understand the requirements of social media communication, such as the limitations on length and the appropriate tone? Avoid wasting valuable minutes or even hours on translation and approval of statements, if the company’s top decision-maker does not speak Chinese?

{Social Media: HUMAN RESOURCES

Conclusion – Social Crisis Management Starts Before the Crisis

As such, traditional crisis management wisdom is more relevant than ever, but it also needs to be revised to address these new challenges. The only way to ensure that your organization will handle a crisis in the most effective way is to address common challenges before they occur. Best-in-class companies tend to consider the following three areas:

{Social Media: HUMAN RESOURCES