Table of Contents Foreword Essentials of effective social media crisis management P5 P6
Re-engineering your company for the Social Age Setting up your organization for great execution
What causes an issue to escalate into a crisis? P7
When does an issue become a crisis?
Social Crisis Management Tactics
P9 P10 P10 P12 P13 P14 P16 P17
What if McDonald’s hadn’t had an official weibo? Accelerate – Is 24 Hours Quick Enough? Human Touch – Winning the case or winning hearts? Ethics – You can’t hide in the social age Data and Analysis – Li Kui or Li Gui Flexibility – Change is the Only Constant Clarity – Drafting a 140-character Modern Classic Customization – What should be the Role of Traditional Media?
Conclusion – Social Crisis Management Starts Before the Crisis
P18 Practice Makes Perfect P20 MSL China Social Media Crisis Simulation System