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Who is talking may be more important than how many are talking

Deloitte | Governance

1 Know what the horizon looks like:
  • Know what ‘normal’
    looks like
  • Understand the full range of conversations so that you can discriminate when something ‘bad’ happens. 

2 Use the first 24 hours well:

  • Establishing your facts in the first 6–12 hours is especially critical – otherwise you lose the opportunity to respond.

3 Understand that who is talking may be more important than how many are talking:

  • The Percolation Phenomenon: with influencers and bloggers, the momentum escalates after 4–5 days
  • Influential people: if the organisation is in a crisis, you need to triage your responses to converse with the most influential people – media, journalists, bloggers, industry organisations etc.
  • Customers? Don’t overreact – make sure you know who/what/where.

4 Get your house rules in order on Facebook

  • Australia is a Facebook country – 13 million are
    on Facebook 8.8 hours a week
  • Post your house rules e.g. We remove profanities, spam, repeat posts etc
  • Follow through and remove posts that break the rules.

5 Stay Upright:

  • Be prepared (e.g. in a product recall) to go the extra mile
  • Create a social media press room.

6 Remember that engagement happens over the weekend:

  • Facebook spikes are on Friday, Saturday
    and Sunday 
  • Most pages don’t respond over weekends
  • Leverage alerts to keep your listening posts running.

7 Get your apology right the first time:

  • Say it once and say it right
  • Defensive or half-hearted apologies issued  quickly will extend a crisis
  • C-suite needs to be ready and social media savvy.

8 Be aware that reputations are built and broken in  ‘Search’: 

  • ‘Search’ is as important as your website
  • It’s very hard to get rid of ‘Search’ 
  • 80% of Internet users start their session on ‘Search'

9 Add a digital chapter to your crisis  communications plan:

  • Engage your digital team
  • Do an inventory of ‘owned channels’
  • Develop protocols for crisis monitoring
  • Define when to respond
  • List and train the right spokespeople
  • Workshop the plan at least once a year.

Louise Denver, Director Corporate Affairs and Communications, Deloitte with acknowledgement to Social@Ogilvy


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Deloitte | Frank Farrall

Deloitte | Louise Denver



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