ISSUES MANAGEMENT In Social Media AS YOU KNOW THERE ARE DIFFERENT TYPES OF CRISES IN FACT – WE RECENTLY WITH THE HELP OF A CONSULTANT PERFORMED A GAP ANALYSIS UNIVERSITY-WIDE TO LOOK AT OUR CAPABILITIES IN CRISIS COMMUNICATIONS.   PART OF THAT ANALYSIS AND THE RECOMMENDED SOLUTIONS WILL OF COURSE INVOLVE SOCIA MEDIA. MORE WILL BE MENTIONED ABOUT THE ANALYSIS LATER. HOWEVER, THIS SESSION IS NOT TO DISCUSS HOW TO USE SOCIAL MEDIA IN A CRISIS – IT’S ABOUT ADDRESSING ISSUES AND CRISIS THAT HAVE THE ABILITY TO TAKE OVER YOUR PLATFORMS EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

SELF-INFLICTED SOMETIMES THESE CRISIS ARE SELF-INFLICTED AND TO GIVE YOU AN IDEA OF WHAT I’M TALKING ABOUT, I WANT TO HIT ON A HIGH PROFILE EXAMPLE OF A SELF-INFLICTED CRISIS IN SOCIAL MEDIA. EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

#McDStories EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016 SOMETIMES THESE CRISIS ARE SELF-INFLICTED AND TO GIVE YOU AN IDEA OF WHAT I’M TALKING ABOUT, I WANT TO HIT ON A HIGH PROFILE EXAMPLE OF A SELF-INFLICTED CRISIS IN SOCIAL MEDIA. EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016 MCDONALD’S pulled the campaign within two hours. THEY discovered that crowd-sourced campaigns are hard to control (or stop). The #McDStories hashtag STILL EXISTS.   “As Twitter continues to evolve its platform and engagement opportunities, we’re learning from our experiences EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

3 Things Learned If you want fan feedback, ask your fans – not Twitter. Focus on what you need to promote (e.g. #supersize4free) Avoid #hashtags that could be used ironically. 3 things to learn 1) ASK YOUR FANS -- Your biggest fans will give you the best feedback. Had McDonald’s asked its 13 million Facebook fans for their stories of joy and delight, perhaps it would have received them. If you’re going to use a promoted trend to ask Twitter to talk about you, you’re basically asking the whole world. And the world can be cruel.   2) DON’T BE VAGUE. 3) DON’T ENCOURAGE people to tweet about #MyGreatEXPERIENCE BECAUSE SOMEWHERE SOMEONE DID NOT HAVE A GREAT EXPERIENCE AND THEY ARE GOING TO TWEET ABOUT THEIR BAD EXPERENCE EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

PANELISTS Mike Deiner Bill Zimmerman Ann Taylor-Schmidt intro EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

@MDeiner EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016 WELCOME MIKE EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

WHEN A FAKE ACCOUNT APPEARS Michael Deiner Social Media Specialist Penn State Health Michael Deiner 717-228-8563 (Cell) @mdeiner (Twitter) Penn State Health Milton S. Hershey Medical Center: Facebook: www.facebook.com/pennsthershey Twitter: @PennSTHershey @mdeiner @PennSTHershey #PSUsocial

In the last 28 days: Facebook Reach: 746,833 people Facebook Engagement: 160,405 people 21.47% (Industry average - around 2-8%) #PSUsocial

The negative side #PSUsocial

January – February – March of 2016 Apparently this woman is employed here. And on these comments she is being horribly racist, I seriously would not want her working at a hospital where all kinds of races are taken care of. I think it's something worth looking in to. Woowwww I can't believe someone who deals with the public, supposedly in a caring way, is posting racist things like this on Facebook. Is this one of your employees? Are these type of people you guys have working for you? #PSUsocial #PSUsocial

Clearly – False Identity According to Human Resources: Jessica C. Bruenger “not employed here in any capacity.” Clearly – False Identity #PSUsocial

2X Human Resources Media Relations Patient Relations Security #PSUsocial

April 2016 #PSUsocial

Key Items: Profile owner never posted to our page Is this how you allow your employees to act? This will be sent to the NAACP let's see if we can get a boycott going on your company “Please address the post placed on Facebook by 1 of your registered nurses...Jessica C. Bruenger who feels that blacks are only good Dead...this is a person that has contact with all races she we be afraid coming to your hospital for fear of bad treatment by a racist nurse.” “This is an employee of yours. I wish to see her fired immediately. Her compassion only goes as far as her white privilege. She is clear how she feels about people of color.” Key Items: Profile owner never posted to our page Respondent’s goal - Get her fired #PSUsocial

We received over 1200 complaints over 3 days. At it’s peak… We had 2-3 complaints/minute on our Facebook page. Like before, we also summited for Facebook review... AGAIN #PSUsocial

How we responded: “Hello [Name], this individual is not employed by, never has been employed by and does not speak for Penn State Health or the Milton S. Hershey Medical Center. Penn State Health is committed to a culture of respect and inclusiveness. We have been working actively with Facebook for over two months to have this individual’s account shut down for falsifying their identity. We take this matter very seriously. Thank you for bringing it to our attention.” “If interested, you can learn more here: http://bit.ly/29D1X4e” #PSUsocial

Nearly 100% responded positively. Thank you for responding. I'm sure I'm not going to be the last person who contacts you about this matter. So I'll share this with others so they'll know that this(her) page is a fake. And thank you for your timely and attentive response to this matter. I will continue to rock my Nittany Lions jacket with pride know that you don't condone this type of behavior. Again thank you for your time. Thank you for your quick response. I hope you find that person and get it taken down! “We appreciate your support and understanding [Name]. Have a nice day.” Nearly 100% responded positively. “To help, we are asking people to report this individual directly to Facebook.” #PSUsocial #PSUsocial

Our Lady of the Angels Hospital Bogalusa, Louisiana Within 3 hours, the page was shut down Our Lady of the Angels Hospital Bogalusa, Louisiana #PSUsocial

What we learned: In the new digital online environment, we don’t have 24 hours to respond. We have less than 60 minutes. Responses need to be authentic. Speed is critical when developing and posting an official response. Last, look for common ground opportunities to turn the anger into advocacy. #PSUsocial

@Thisis_BillZ EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

1 2 Reporting Protocol SAFETY FIRST ASSEMBLE INFO Call 911 There’s a threat to human safety Immediate attention is needed to assist an injured individual Screen captures Links to profiles Names and usernames EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

Reporting Protocol FIND OUT: It is acceptable to ask those making the report for additional information via public or private messages FIND OUT: What happened and where? What is being done? When did this happen? Why has this happened? Who is involved? Are there any known injuries or deaths? How did it happen? EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

3 SHARE INFORMATION Campus or local police Student Affairs/Student Conduct Educational Equity EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

SEE SAY if you something EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016

@AMTpsu EXPLORING AVENUES THE PENN STATE SOCIAL MEDIA SUMMIT 2016