Internal strategies for confronting crisis with social listening

With Ragan and PR Daily’s Social Media Conference at Disney World a week away, it’s high time to revisit an impactful session from last year’s conference. As brands risk fanning the flames of crisis with rudimentary social listening strategies, PR Daily Editor-in-Chief Allison Carter moderated a conversation with Kena Lewis, AVP of public affairs and media relations at Orlando Health, Hyatt Social Media Manager Enid Stegmaier-Vilar and Janelle Nowak-Santo, partner, integrated digital and social media strategy at Brunswick to find out how it can be done better.

Here’s what we learned.

Aligning internal stakeholders

Nowak-Santo began by emphasizing the importance of not fanning the crisis flames yourself in the push for more presence around an issue.

“The strategy around messaging is really important,” she said, “and a lot of times you only get one or two opportunities to really go out there. Having an integrated internal stakeholder base is critical to understanding if something is going viral. What are the metrics that qualifies virality? Are we ensuring we’re not actually doing anything to fan those flames specifically?”

The right tools to find keywords

Stegmaier-Vilar shared how Hyatt’s social listening tools and dashboards are set up with a focus on keywords.