Social Media Crisis
Social Media Crisis
THE SITUATION
When an employee of a large, specialty healthcare provider posted discriminatory statements and veiled threats against a member of a minority group on his personal social media account, the backlash was swift and harsh. Friends of the targeted individual aggressively tagged the company’s social media properties insisting on immediate action against the employee.
THE TASK
At first, the company’s legal counsel and executives planned to cite employee privacy policies in lieu of a direct response. But we helped them understand the negative ramifications of that approach, and worked with them to develop an effective response plan.
THE WORK
Collaborated closely with legal counsel and HR
Developed response strategy, positioning and messaging
Crafted direct messages to the social media responders regarding the issue
Prepared executives for phone conversations with those demanding action
Assisted with online and phone responses
Prepared the team for traditional media inquiries
Assisted with establishing employee social media policy
THE RESULTS
We helped the company diffuse the situation by directly informing the social media posters of its disdain for the discriminatory statements. We also shared the company’s position and the action it was taking, which included placing the employee on administrative leave. This quick and direct response contained the issue, and kept it from being picked up by traditional media.