Social Media Marketing During a Crisis: Boston Marathon Revisited
Moderator: Jim Cahill, Chief Blogger
Emerson Process Management
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PANELISTS: Jim Cahill; Joel Don, ISA Social Media Community Manager; the one and only Dick Morley; and Christina Stephens, Communications Director, Louisiana Department of Health & Hospitals
Amidst the horror of the Boston Marathon events this year, marketers ran into a problem that wasn’t helping the situation. It turns out there is no PAUSE or STOP switch for many of the auto-posting systems used for social media, press releases, e-mailings, etc. Many brands had tweets auto-scheduled to send throughout the afternoon of the Marathon. Unfortunately, those posts got in the way of the news many were trying to follow. Twitter, to the credit of its users, was the best source for much of the news as it unfolded. But without a PAUSE switch, brands were scrambling to stop their seemingly trivial posts one-by-one. Some of the Twitterati were also asking companies to stop sending press releases for the afternoon. This leads to a lot of questions — Should brands be given a pass on their auto-tweets / auto-posts during a crisis? Should brands be auto-posting at all or should all posts be people-driven?
This will be a lively panel with lots of audience participation.
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