This white paper assists corporate communicators with the preparation and management of a crisis in the age of social media. The paper looks at two recent crisis responses -- Jet Blue and Taco Bell -- and addresses the essential elements to a Crisis Management 2.0 plan. Integrated online marketing initiatives including paid online ad campaigns, online PR, microsites, landing pages, video, email, blogs and podcasting are paramount to all pro-active strategies.
Traverse City, MI (Vocus) April 6, 2007 -- Oneupweb today released Principles of Crisis Management in a Viral Age, Integrating the Tools and Lessons of Search 2.0 into a Comprehensive Crisis Response, a white paper that can assist corporate communicators with the preparation and management of a crisis in the age of social media. The paper examines the realities of the new viral world of instantaneous information and what it means to those communicating and managing a crisis in this changing environment. Oneupweb's free online marketing white papers are available in the Library at Oneupweb.com.
"It's a fast, new world out there," says Oneupweb President Lisa Wehr. "Long before the first crisis assessment team meets, potentially damaging camera phone images and blog commentary can find itself on social networking sites like YouTube and then into mailboxes and onto desktops around the world. In this environment many of the old crisis management rules simply don't apply."
To illustrate this point, the paper looks at two well-publicized crisis management responses -- Jet Blue and Taco Bell -- how the old playbook missed for one and how the new, Crisis Management 2.0 model worked for the other. The paper discusses the essential elements of a Crisis Management 2.0 plan and the important role an integrated online marketing response must play. Paid online ad campaigns, online PR, microsites, landing pages, video, email, blogs and podcasting all can, and should be, considered. The white paper looks at the importance of each, while discussing the most common response implementation mistakes and how they can be remedied.
"Search marketing and an overall integrated online response to crisis situations is just so vital to getting atop a potentially damaging situation," notes Wehr. "It's a news-hungry, unforgiving world out there and there's just no time for getting it wrong. Principles of Crisis Management in a Viral Age, offers practical, actionable information that should prove helpful to any organization." The new white paper covers:
- The Current Viral Environment
- Jet Blue vs. Taco Bell - Two Textbook Responses
- Crisis Planning Elements for a Viral World
- Crisis Management Online Strategies
- 10 Crisis Management Best Practices
- Implementing Best Practices
- Post Crisis Follow-Up
- Leveraging the Experience
- Common Mistakes and Their Solutions
For more information about Crisis Management and the integrated online services and strategies available at Oneupweb, visit Oneupweb.com. You can access a complete listing of white papers and podcasts available free of charge in the Oneupweb library at Oneupweb.com.
About Oneupweb
Oneupweb has been an innovator in online marketing for more than a decade, creating integrated online marketing plans that include natural search engine optimization, paid search marketing, podcast production, online market research, marketing analytics and more. An award-winning firm, Oneupweb was named a 2006 Michigan Top 50 Company to Watch and is the only three-time winner of the prestigious ClickZ Best Search Engine Marketing Vendor Award. CEO, Lisa Wehr, an Ernst & Young Entrepreneur of the Year, has been named to BtoB Magazine's Who's Who List three years and is recognized as a Leader & Innovator by Lawrence Technological University. Oneupweb is a privately held company located in Michigan. For more information on Oneupweb, please contact 231.256.9811 or visit Oneupweb.com.
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