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1、MSLChinaExecutiveWhitepaperTheArtofWeiboCrisisManagementHandlingIssuesandPreventingCrisesinChineseSocialMediaAuthors:JohanBjorksten,CatherineCao,DerekDong,EnsonHuAboutMSLChinaFollowingtheunionwithEastweiMSL,MSLChinaisnowatop5internationalstrategiccommunicati
2、onsagencyinMainlandChina.With200colleaguesacross4offices,MSLChinabringstogetherover20seniorconsultantswithmorethan12yearsofstrategiccommunicationsexperienceinthiskeyglobalmarket.PartofMSLGROUPGreaterChina,thelargestPR&socialmedianetworkintheregiontoday,MSLCh
3、inaprovidesknowledgedriven,integratedcampaignsandadvisoryservicesspanningnearlyeveryindustryandcommunicationsdiscipline.MSLChinahasreceivedrecognitionfromtheInternationalBusinessAwards,TheHolmesReport’s“PRAgencyoftheYear,”theChinaInternationalPRAssociationan
4、dChina’sNewMediaFestivalforitscreativityandeffectivenessinstrategiccommunicationsandindustry-leadingsocialmediaoffering.www.mslchina.com.cnAboutMSLGROUPMSLGROUPisPublicisGroupe’sPR,specialitycommunicationsandengagementgroup,advisorsinallaspectsofcommunicatio
5、nstrategy:fromconsumerPRtoemployeecommunications,frompublicaffairstoreputationmanagementandfromcrisiscommunicationstoeventmanagement.Withmorethan2,900people,itsofficesspan22countries.Addingaffiliatesandpartnersintotheequation,MSLGROUP’sreachincreasesto4,000e
6、mployeesin83countries.TodaythelargestPRnetworkinGreaterChinaandIndia,thegroupoffersstrategicplanningandcounsel,insight-guidedthinkingandbig,compellingideas–followedbythoroughexecution.Learnmoreaboutusat:www.mslgroup.com+http://blog.mslgroup.com+Twitter+YouTu
7、beTableofContentsForewordEssentialsofeffectivesocialmediacrisismanagementP5Re-engineeringyourcompanyfortheSocialAgeP6SettingupyourorganizationforgreatexecutionWhatcausesanissuetoescalateintoacrisis?P7Whendoesanissuebecomeacrisis?SocialCrisisManagementTactics
8、P9WhatifMcDonald’shadn’thadanofficialweibo?P10Accelerate–Is24HoursQuickEnough?P10HumanTouch–Winningthecaseorwinninghearts?P12Ethics–Youcan’thideinthesocialageP13DataandAnalysis–LiKuiorLiGuiP14Fl
