Online War Room™
Issues Management in the Era of Social Media
It used to be that the worst-case scenario for a business in a crisis situation was a lead story on an evening network newscast or a story on the front page of the morning paper. Today, the greater risk for companies is what happens to that story when it is shared across social networks in real time. Unexpected sources have the opportunity to say, report and offer opinions at will, but they are able to do so without any type of factual check and balance. The information lives online in perpetuity and can have material impact on a company’s brand perception and reputation. The first two hours of a crisis can determine the public’s perception of an organization – and that is why we have developed the Online War Room™.
The GroundFloor Media Online War Room™
GroundFloor Media’s (GFM) digital communications and social media teams developed this proprietary tool in house to simulate sensitive, and often emotional conversations that can potentially put a company under attack in a matter of seconds via online news stories and social networks. The Online War Room™ is an online, secure and proprietary tool that allows our team to create customized scenarios and training sessions that mimic online crisis and issues management situations, in real time, across multiple social media platforms including Facebook, Twitter and the blogosphere.
When is the Online War Room Useful?
Organizations with No Response Plan
- Identify potential issues to address in a formal social media response plan
- Assist with the build out of a social media policy/response plan
- Assist with the build out of social media properties
- Measure a company’s level of preparedness for online issues management
Response Plan Not Yet Tested
- Identify additional issues to address in a social media response plan
- Test, and then revise the existing social media response plan
- Measure a company’s level of preparedness for online issues management
- Allow businesses to become confident in their social media engagement strategies
Known Issue on the Horizon
- Prepare for the difficult conversations surrounding the known issue
- Test, and then revise messaging surrounding the known issue
- Allow businesses to become confident in their use of social media as it relates to the issue
- Further develop the social media response plan based on findings from simulations
Testimonials
The Colorado Garden and Home Show has worked with GroundFloor Media for a number of years on our public relations efforts. They have done a tremendous job for our nonprofit and in getting the word out on our events. Their new Online War Room was a great addition to our team because it enabled us to talk through specific show issues that could come up and to simulate solutions online in order to practice how to respond in real time. Now I truly feel prepared to handle those issues should they ever arise. GFM is great.
~ Jim Fricke
Executive Director
Colorado Garden Show, Inc.
GroundFloor Media’s Online War Room has allowed us to further develop and refine our social media response plan, which is vital as we expand our communications and marketing efforts in the social media space. As a franchise-based company with multiple locally-managed social platforms throughout the country, we are working with GFM to provide Online War Room simulations and training sessions with several of our franchisees to ensure that our approach and brand standards are consistent across the board.
~ Karen Guido
Former Vice President of Marketing
Qdoba Mexican Grill
By the Numbers
By the Numbers
Recent surveys and studies shed light on both public use of Social Media and how its misuse can affect your business.
69% |
of public and private board members recently surveyed ranked reputation risk as their primary concern.1 |
25% |
of search results for the world’s top 20 largest brands are links to user-generated content.2 |
79% |
of business decision-makers believe they are only 12 months away from a potential crisis.3 |
74% |
of consumers say they rely on social networks to help them make a purchase decision.4 |
1. Burson-Marsteller
2. Erik Qualman
3. Burson-Marsteller
4. SocialMediaToday.com
Online War Room™ Awards
Awards
2012 Bulldog Digital/Social PR Awards for Excellence in Online Communications Gold winner
2012 PR Week Awards “PR Product/Service of the Year” finalist
2012 PR News Digital PR Awards “New Digital Service/Product” honorable mention
Contact Info
For more information or to set up a demonstration of how the Online War Room works, please call Jim Licko at 303-865-8110.