Client situation.
- Large, conservative financial services institution faced a simmering public issue.
- Had faced online criticism in the past following a security breach – ‘blocking out the noise’ mentality meant no measures in place to manage online reputation.
- Board and Executive left feeling exposed with no internal social media expertise.
- No social media profiles or monitoring in place – disconnected from public attitudes.
- Fearful of groundswell stakeholder movement and potential ‘brandjacking’ online.
Propel’s approach + actions.
- Reviewed online stakeholder landscape to identify and monitor key sources of risk.
- Setup comprehensive social media monitoring, troubleshoot guide and alert system.
- Developed online issues management process and response protocols to prepare staff in the event of a major issue.
- Updated social media guidelines and supported communication of changes.
- Facilitated half-day online crisis management simulation with Board and Executive, stress-testing staff capacity to respond and address potential weaknesses.
Outcomes delivered.
- Designed and implemented all relevant guidelines, processes and issues management systems needed to protect the organisation’s reputation.
- Identified previously hidden sources of risk and influence online.
- Gave the Board and Executive clarity around likely social media scenarios, empowering them to inform staff response.
- Gave operational staff confidence through improved process, monitoring tools and access to experienced subject matter experts.