Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
NYC & ING Marathon Fail at Handling Marathon Firestorm on Facebook
Posted on November 2nd 2012
When a crisis hits, conversations happen on social media whether the company, city or individual is controlling the conversation or not. The firestorm around Mayor Bloomberg's decision to continue the NYC Marathon is no different. In fact, it's very similar to Giuliani's decision to continue the marathon after 911.
Negative posts are popping up on Facebook like dandelions after a spring rainfall - and the City of New York's PIO (Public Information Officer) and Marathon PR staff are nowhere to be found.
Post like this one are going completely unanswered all over Facebook.
Not only are those directly impacted by the Hurricane not seeing the point of what is claimed "giving people something to cheer about," but their frustration over necessary diverted resources (like portable toilets, water, food and recovery volunteers) is growing from a rumble to a deafening roar.
To make matters worse, the flurry of public criticism on the INGNYCM page itself are ignored. The page has made some efforts, such as putting up a "Race for Recovery" cover image and a donations tab - but are not even trying to handle the oubreak of criticism around their decision to continue the event.
It's not only impacting social media - but being picked up by major media outlets all over the country.
So what could NYC and Marathon PR staff be doing differently - from a SOCIAL MEDIA perspective?
1. Don't ignore the victims. Reply with some pro-active crisis management strategies. Be transparent about where resources are coming from and (hopefully) how they are NOT diverting critical resources, but instead bringing in fresh ones, such as runners volunteering for clean-up before/after the race.
2. Turn the negative into positive. A pat message of "bringing hope and cheer" doesn't cut it when things are bad. Instead, communication about how race-related resources are benefiting victims would be more helpful. Are they bringing their own supplies, so precious food/water isn't taken from victims? ARe the portable generators brought in from outside resources and donated afterwards to the worst hit neighborhoods?
3. Put brainpower to work and PLAN AHEAD! They should have seen this coming before it caught fire. A total lack of crisis control is throwing fuel on the fire, instead of helping redirect it to be beneficial to recovery. Even if it required pulling in outside PR experts, this situation should be managed instead of ignored. Ignoring outcry is almost as damaging as a cover-up.
4. Better late than never - take control now. Addressing the general public in a timely manner is critical. It's not too late, they could jump in right now and start taking control. There will be some tough questions, but transparency and honesty is FAR better than silence.
And last but not least,
5. Quickly set up ways to monitor the conversations, and establish procedures for handling it. This is clearly lacking, and perhaps the biggest reason behind their silence. Social media crisis control mirrors media crisis control -the same basic rules apply. Get someone on the relevant Facebook pages, pull on your Big Girl Panties or Big Boy Briefs, and get down to work. Now.
I'm hoping they take heed before the lack of control makes global news. The outcry is justified, in my opinion, and my prayers and thoughts are with those impacted as they put their energy and spirit into recovery. Maybe this article will help in some small way, if the Marathon takes heed.