Auburn alumna donates kidney to college roommate

Originally published on the Auburn University Newsroom.

The love of the Auburn Family knows no bounds. And perhaps, it’s because members of the Auburn Family strive to live out the core values George Petrie wrote in The Auburn Creed.

“I believe in the human touch, which cultivates sympathy with my fellow men and mutual helpfulness and brings happiness for all.”

Auburn alumnae Martha Dazzio ’93 and Susannah Cleveland ’93 understand that line in the creed more than most. The two were roommates at Auburn and they formed a friendship rooted in love. Although years have passed and the two live in separate cities, the bond that formed while on the Plains now runs deeper than ever.

This past January, Dazzio embraced the power of the human touch and became a living organ donor when she donated one of her kidneys to Cleveland in a successful transplant at the University of Alabama at Birmingham Hospital. Dazzio’s selfless act is one of countless examples of the love that runs through the Auburn Family.

It all started back when they were still students at Auburn.

Cleveland was first diagnosed with polycystic kidney disease, a genetic disease, when she was 22 years old. She was in her last year of college and still lived with Dazzio.

“It progressed through the years and never really gave me too much trouble until the last two years where I started getting into end-stage renal failure. At that point, only 20 percent of my kidney was functioning,” Cleveland said.

After the additional diagnosis and appointments at Piedmont and Emory hospitals in Atlanta, Cleveland was placed on Georgia’s donor list in the final stages of kidney failure. All of her family members were deemed negative matches, and Cleveland prepared to be put on dialysis as she waited for a kidney.

When Dazzio heard Cleveland’s disease had progressed, she knew she was meant to donate one of her own. They decided to try to get accepted into UAB’s donor program so Dazzio would be closer to home if her kidney was indeed a match.

“I had zero restraints. I just knew I was going to be a match. There was no doubt in my mind,” Dazzio said.

After months of waiting to be accepted at UAB, Cleveland was officially placed on the Alabama donor list. Dazzio then went through a series of interviews and physical tests to ensure her kidney was compatible.

“The Monday after Thanksgiving, I got the call that we were a perfect match. Every blood and tissue test came back as an exact match,” Dazzio said. “We were as close as blood relatives.”

The two went into surgery on Jan. 5. Since then, both women have fully recovered. However, Cleveland will be on medicine for the rest of her life to ensure she continues to accept the new kidney.

“It usually takes up to six weeks for a recipient’s new kidney to begin working. Mine started working for her before she got out of surgery,” Dazzio said.

The night before the surgery, their other college roommates and close Auburn friends came to the hospital to encourage them and give their love. Dazzio said the night was spent telling stories and reflecting on their time at Auburn.

“I have such a deep love for Auburn,” Dazzio said. “My dad, grandparents and Susannah all gave me a love for Auburn that I will hold forever.”

While at Auburn, the two women were in the same sorority, members of the Student Government Association and served as War Eagle Girls for the Office of the President.

Dazzio said she was also grateful for the support they received from Auburn through the whole process.

“My son is a freshman at Auburn and his fraternity prayed for us throughout the whole process. Also, our sorority’s current chapter sent us an encouraging video sending us their love and prayers,” Dazzio said. “It was so incredible to be surrounded by a love like that. The Auburn Family always comes through.”

Cleveland is still active on campus, participating in War Eagle Girls and Plainsmen events and interviews several times a year.

“Auburn is truly my heart. I love being able to visit with current students and see the ways that the university has grown and changed over the years,” Cleveland said. “Some of my best years were spent at Auburn, and I am so thankful for it.”

Dazzio and Cleveland encourage each member of the Auburn Family to be tested as a possible kidney donor. Cleveland said the best resource for information about donating is on the website of transplant hospitals.

“There are over 3,000 people on the waiting list in need of a kidney in Alabama. My long-term goal is to find a way to connect Auburn alumni and students together and help alleviate the problem close to home,” Dazzio said. “I had such an amazing experience with it and I hope people will consider giving to others in this way.”

Cleveland said she could not thank Auburn enough for her experiences and friendships formed while at school.

“The Auburn Family is everything to me,” Cleveland said. “It brought me Martha. She has definitely blessed me as a friend. I am humbled by her selflessness to not even question doing this. She saved my life and I don’t think I can ever thank her enough.”

Why Auburn is Home

A letter to freshman Christy 

Welcome to the Plains! Wow. As I write this, I am stunned in disbelief that graduation is less than a month away.

These next four years will be some of the best times of your life. I know you are a little nervous. I also know you refuse to let anyone know that you feel out of place being from out of state.

Don’t worry.

That time will blow by quickly and you will be right at home. Below I have done my best to prepare you for some major times in your college career. Get ready, these four years are about to rock!

What to look forward to

First and foremost, you are going to meet your people. Alpha Gam will bring you some of the best humans to ever walk into your life.

From trips to Orlando to Peanut Festivals to watching friends fall in love, this crew has been and will be there for the big, fun and hard times. Thank you Cragon, Hannah, Caris, Earles, Julia, Jennie and Madge. I love you all more than you know.

Next, the University Program Council will give you some of the coolest experiences as a college student. Once Sophomore year rolls around and you make it on the public relations committee for UPC, your life is changed forever.

You will go on to be director of that committee and meet Kesha, Nick Jonas, Nelly and more. You will strengthen your social media management and PR skills. However, most importantly, you will have the BEST assistant directors. These people will shape you, invest in you and help you grow. Plus, you get a lot of free t-shirts which is pretty great.

Lastly, you will find a passion for writing and a love for public relations. The classes you take, the projects you make and the professors that teach you will help prepare you for an amazing career.

What to prepare for

Let me start this section by saying, home is a little further than you think. An eight-hour drive to Orlando makes seeing family significantly harder. Thankfully technology makes it easier to keep in touch – use it often. Call mom and dad daily. Facetime with the babies. Call Nicole. I promise you’ll be happy you did.

Next, you won’t always get what you want. Before this, everything came pretty easy for you. College is a different story. You will apply for positions and be denied. This part isn’t fun. However, it’s important. This will teach you to only apply for positions that you are passionate about. Don’t just try to be in something because it is cool. Take the opportunity to find where you belong and put your heart into that group.

Last but not least, beware of Journalism Fundamentals and Style and Design. These two classes will be the hardest to get through. Start practicing spelling now and maybe teach yourself some Photoshop. You’ll be happy you did.

Things you don’t want to forget

  • The Yellow House – This will be your home for your last two years at Auburn. Although it is slowly falling apart and occasionally infested with roaches, you’ll love this 100-year-old building with all your heart.
  • Your 1st Peanut Festival – Be thankful for this spontaneous road trip with girls you barely know. The first Peanut Festival is the weekend your best friends will officially become friends. It is also the first time you will try cheese grits which may be more important and life-changing, but I’m not sure.
  • Meeting Kesha & Nick Jonas – This concert will start your year as the director of PR for UPC. That position will give you some of your best friends, a lot of stress and experience that will prepare you for your career.
  • Iron Bowls – From the Kick-6 to meeting Kaleb, Iron Bowls bring about defining and unforgettable moments in your life. Go tigers and War Eagle.

Get ready, Christy. Auburn is the best. I can’t describe how excited I am for you! Cherish it. I’ll see you in four years. War Eagle and happy collegeing!



Social media and public relations

Reflections from Sisson 3280

If you are a public relations student at Auburn, you need to take the Social Media and PR class. It is vital in preparing you for your career as a PR practitioner. The world is digital and for people in the world of communications, being well-versed in social media and content management is a must.

This class was not a simple lecture and test class. Instead, it improved my writing, required me to engage on Twitter with my classmates and gave me experience working with clients.

Twitter resurgence

Before this class, my Twitter had greatly dwindled over my four years of college. Very few of my friends use Twitter regularly so there was never a need for me to communicate on this outlet.

However, Twitter is one of the staple social media sites that most PR practitioners incorporate into their social media strategy. This class required that I create three organic tweets each week as well as respond to three classmates’ posts.

Overnight my Twitter account experienced a resurgence, and I was active again. Not only that, my feed was now full of social media rich content. Because of this class, my Twitter account is now a great source for any communications or marketing individuals looking for quick tips.

I may no longer be required to Tweet weekly, but now I want to continue the conversation online with my classmates and different social media influencers I have met over the course of this class.

Refined writing skills

In addition to the tweets, I had to write a blog post about a social media topic weekly. As a PR major this assignment seemed like a breeze. After completing my Style and Design class as well as my internship with Auburn which required me to write regularly, this did not intimidate me at all.

However, this writing was different. In the past, my writing was based on interviews with quotes from people I encountered. Here, I had to create my own content while also incorporating research from key sources.

While this requirement seemed like an opportunity to share with others my social media knowledge, in reality, it refined my writing skills and opened up a new area of writing for me. It gave me the opportunity to expand my knowledge of social media management and strengthen my writing.

Client experience

This semester, our class also partnered with the School of Communication and Journalism to help improve their presence on social media.

During this time, my group and I did both secondary and primary research as well as performed a communication audit to better understand the school’s current practices. Beyond that, we formulated a plan for them to increase content and better reach their target audience.

This was a huge learning experience for me because it allowed me to apply what we learned in class to an actual client. My group and I created a full report and will present to the school’s social media managers at the end of the semester.

This final project brought together everything we learned throughout the semester and therefore allowed me to create a campaign that best served the School of Communication and Journalism.

My biggest takeaway from this class is that social media is here to stay. Public Relations practitioners need to embrace the digital age and continue to grow their social media knowledge. A company with a strong brand presence online will always be a strong competitor.

I want to give an extra special shout-out to Dr. Sission who taught the Social Media and PR class. From PR Fundamentals to Multimedia Writing for PR to this class, you have been a huge influence on my education and future career. Thank you for investing in me. I will see you online. #Sisson3280

Social Media Ethics

Deciding what to push out to your followers on social

Social media is great. If you’re a business, you especially love it because it allows you to communicate with customers and build a brand voice.

However, as the world continues to go digital, companies need to establish a code of ethics for their social media conduct.

Be Transparent

When a crisis breaks out, most companies initial reaction is to keep quiet. However, companies on social media need to address their publics as quickly as possible.

This does not mean getting defensive. The best approach companies can take is to be transparent with their customers. They must openly post about the issue and own up to any mistakes. Reference my earlier post for more information on Crisis Communication.

In addition to communicating with publics, transparency also means that you are open about who and why you are promoting another brand.

According to Business2Community, “If you are endorsing some product, idea or personality; you need to disclose why you are endorsing it. Mentioning your relationship with that particular product, non-profit entity, brand or political entity in your campaign, handle, or bio is essential.”

Don’t just spread information

Topics on social media spread like wildfire. Although a topic may be trending, companies must ensure that the information is factual.

Not only does it need to be factual, they must make sure whatever your company pushes out aligns with the company’s mission.

According to NPR, “When determining whether to pass along information being reported on social media sites by other news outlets or individuals, be thoughtful. When we point to what others are saying, in the eyes of many we are effectively reporting that information ourselves.”

Therefore, be careful when you spread social media content and make sure it represents your company.

Be respectful of everyone

Social media is global. People around the world use all social platforms daily. Therefore, any content sent out through a company’s page must be respectful of all cultures.

It can be easy for communication specialists to forget this when they are communicating online with their clientele. However, sending out a post that disrespects one ethnicity or nationality could potentially alienate a huge client base.

According to Mashable, social media managers must, “think about how your country or region’s cultural norms differ among age groups, genders, geographical areas and so on, and then consider these differences among consumers in other cultures. Learning about and respecting other cultures will help you localize your brand’s message.”

Consider the Impact

The bottom line of all social media ethics is to consider the impact. Once a post is online, it never goes away. Rouge posts have the potential to seriously damage the reputation of any company. As a social media manager, it is your team’s responsibility to ensure that all posts are tasteful and encourage healthy interaction with your brand.


Apple CEO and Auburn alumnus Tim Cook speaks to students on diversity and inclusion

*This article originally appeared in the Auburn University Newsroom*

Apple CEO and Auburn alumnus Tim Cook spoke exclusively to Auburn University students April 6 as part a visit to The Plains. His lecture, “Conversations with Tim Cook—A Personal View of Inclusion and Diversity,” was hosted by the Student Government Association.

More than 350 students attended the event, where Cook was asked questions from Auburn’s Associate Provost and Vice President for Inclusion and Diversity Taffye Clayton, as well as from students in the audience.

Cook began by telling students the world is more intertwined and global than ever. Therefore, they need to have a deep understanding of cultures around the world in order to be successful.

“Having perspectives and having an understanding that people may be different from you is important. Not everybody has a Western view of the world. Not everybody has a Southern view of the world,” Cook said. “I have learned to not only appreciate this but to celebrate it. The thing that makes the world so interesting is our differences.”

For Apple, Cook says this mentality of diversity is vital in forming teams who work on projects from tech development to marketing.

“We believe that you can only create a great product with a diverse team,” Cook said. “That is one of the reasons that Apple’s products work really well because the people working on them are not only engineers and sciences, but artists and musicians. It is this intersection of the liberal arts of humanity with technology that makes products successful.”

Cook explained that diversity in his teams means more than its traditional definition.

“We believe that diversity is not only the things you can see when you look at people, but it’s the invisible things as well. We take a very broad view and say diversity of life experiences,” Cook said.

He continued by emphasizing the importance of embracing other cultures and having a global mindset.

“If you’re like me, you will always prefer home. It’s the feeling I get when I come here to Auburn,” Cook said. “However, that doesn’t mean that I don’t love understanding how the Italians, Japanese or Chinese live. There are some great people in the world. Getting out and understand other countries, being intellectually curious is incredibly important.”

Cook then discussed American free speech, highlighting the importance of American civil liberties and how they define American culture and ideals.

“My own view is if you think about what it means to be an American, the first thing I think about very quickly is freedom,” Cook said. “I think as citizens, we should take the broadness possible definition. That means, allowing for a lot of things that we don’t like or agree with, because we need to challenge our own thinking and allow for the possibility that we’re wrong sometimes.”

Tying this advice into the political tension on many college campuses, Cook said that students from both ideological spectrums should listen and engage in healthy and respectful debate.

“I know on campuses there is this tension between conservative and liberal, and I would encourage students everywhere to, instead of tension, for the liberals to listen to the conservatives and the conservatives to listen to the liberals. And actually show the country that not only can ideologies exist but if they interface, they can come up with incredible ideas and move forward,” Cook said.

Cook told the audience he believes each generation has the responsibility to enlarge the definition of human rights.
“Sitting here today, you and I wouldn’t be on stage, and several of you in the audience wouldn’t be in the audience if people before us hadn’t worked hard to define human rights,” Cook said. “I feel a tremendous responsibility to really reflect on what I can do to help enlarge the definition of human rights.”

SGA President Jacqueline Keck said the event showed students’ willingness to engage in a discussion on inclusion, diversity and equity.

“It is students who are going to move this conversation forward,” Keck said. “We encourage students to take what they’ve heard in this talk and spread it to different groups on campus.”

Social media customer relationships

It’s not your brand, it’s your relationship 

As companies begin to grow their brand on social media, many lose sight of the need to build relationships. Social sites are important for pushing out promotions but that is not their sole purpose.

Social media provides companies with the opportunity to build relationships with their customers and followers.

Imagine Media Consulting defines it as the difference between having a social media platform and a social media presence.

“It comes down to one word: relationships. If you simply exist on social media without engaging, are you truly fulfilling your end of the relationship with your customers?  The answer is no. This is why we put such an emphasis on the importance of relationships.”

How to engage in your relationships online

While it may be tempting to send out a post or tweet and not look at it again until it’s time for a report, PR practitioners must engage with their audience.

According to Quick Book, “Like it or not, how your brand is perceived online influences buyer behavior. To be effective, these social interactions need to be real, two-way conversations and not one-sided marketing messages “pushed” at followers and fans.”

Here are some great tips to remember when starting online conversations:

  1. Respond to comments – People like to know their voice has been heard. Responding to their comments or tweeting back makes them feel like you as a company values them.
  2. Personalize responses – Yes, it is important to respond to everyone. However, make sure to tailor a response to each person differently. When companies say the same thing, it makes people feel like they are talking to a computer, not a person. This does not build a relationship and instead lowers customer sentiment.
  3. Get people talking – Social media managers should encourage conversation amongst followers. This provides managers with insight into customer sentiment but it also motivates customers to share stories. This then builds a community amongst other brand followers.
  4. Don’t fear negative feedback – No one likes to be told they are doing something wrong. However, analyzing customers’ responses and listening to their concerns can help you better serve your client and increase client retention.

Social media managers have a great opportunity to engage with their customers and build strong relationships. Visit Sprout Social’s “8 Tips to Build Customer Relationships With Social Media” for more tips.

Incoming pharmacy dean recognized with Creative Research and Scholarship Award

*This story originally appeared in the Auburn University Newsroom*

When a new medication comes to market, Richard Hansen wants to ensure it is safe and effective.

“Drugs are complex. We assume that drugs on the market have a tremendous volume of research and that we know everything there is about the use of those drugs,” Hansen said. “However, the reality is that there is some information that we do not know. That is really what I’ve focused my work on, helping to address some of those questions.”

Hansen, a department head and the Gilliland Professor in the Department of Health Outcomes Research and Policy in the Harrison School of Pharmacy, recently received the Creative Research and Scholarship Award for his work focused on population-level assessment of the benefits and risks of drug treatments. He has been named dean of the Harrison School of Pharmacy effective May 15.

His research uses resources from programs such as Medicare, Medicaid and Blue Cross and Blue Shield that provide anonymous medical records that Hansen’s team analyzes. With these, he cross references the success of new drugs on the market and discovers new findings on medications that have yet to be fully tested.

“What we’ve been able to do is turn that data into meaningful information. We try to capture the full extent of a drugs risk and benefit profile at the population level,” Hansen said. “When looking at one patient it is pretty difficult, but looking across millions of patients you can start to see associations that otherwise may not be evident.”

Over the last 7 years at Auburn, Hansen’s work has been funded by the National Institutes of Health, the Agency for Healthcare Research and Quality, the Foundation for the National Institutes of Health, the National Pharmaceutical Council, and the U.S. Food and Drug Administration.

Hansen said his team continuously submits grants and looks ahead to its next project.

“I felt that if we were really going to advance the field, we needed to push the envelope for receiving grants,” Hansen said.

“We ask ourselves how to reinvent the wheel and figure out how to keep that program going. It’s fun.”

He has been published in multiple medical journals and aims to reach audiences outside of the pharmacy discipline.

“It helps spread my information to people that may be the most impactful in making decisions,” Hansen said. “I think that is part of the tactic that I use. I target the audiences that might be able to use this information in different ways such as doctors or policy makers.”

Beyond his research work, Hansen serves on various committees, is a member of professional associations and mentors graduate pharmacy students.

“I try to get graduate students to think about questions that are meaningful to them and their career pursuits,” Hansen said. “Sometimes, that is the hardest thing. I make them think a little bit ahead of finishing their degree and figure out what is going to make them passionate about their careers.”

Hansen said he is thankful for the Creative Research and Scholarship Award because it shows that his work is valued.

“Overall I think we all work really hard but rarely celebrate each other’s success, so it is good to have a program to celebrate not just someone’s award but the success of everybody involved,” Hansen said.

The need for a content calendar

Managing messages through strategic planning

Juggling one brand’s social media presence across multiple platforms can seem daunting. Trying to manage three to four may seem impossible.

So how do PR firms do it? Content calendars.

These allow social media managers to prepare their posts before hand and view it across a larger time span.

Why they are a must

Content calendars help social media planners plan out their messaging over weeks, months and even the full year. This is important because to be strategic in messaging, there has to be a game plan.

According to CoSchedule, “Certainly, you aren’t going to plan every single piece of social media content you’ll produce right away. However, you can plan out your campaigns and seasonal messaging ahead of time. This will help you create content strategically and with a purpose by thinking things through in advance instead of just winging it as you go along.”

social mediaAnother important aspect of content calendars is that it frees up managers time to create engaging content. Many social media managers are also expected to blog, gather photographs or plan videos.

The free time found when content is pre-schedule results in better quality messaging and higher quantity of creative messages.

Things to consider when planning

Once you decide to use a content calendar, it is important to know how to use it effectively.

Social media audits allow managers to gain insight into their following and engagement on all social platforms. This research is the base for how managers craft messages and plan their campaign.

Sprout Social lays out four steps to creating a social media calendar.

  1. Figure out what content resonates -“Before you start searching for content to share on social you need to figure out what your audience actually likes.”
  2. Decide on how often to post -“Always keep your audience in mind and ensure you’re not bombarding them with posts that are irrelevant or inappropriate.”
  3. Create or source create content to share – “Once you have an idea of what kind of content your audience enjoys and how much you’ll need to satiate the quantity of posts you need to create, it’s time to find links to share.”
  4. Fill up your social media editorial calendar -“You’ve got the process in place, now it is time to start filling up your editorial calendar. You’ll want to use a tool that allows you to schedule or social messages and visual your entire content calendar.”

Content Calendar Resources

Great resources for content calendars includes Hootsuite and Sprout Social.

5 Reasons PR is the major for YOU

Choosing a major in college can be stressful. Having to make that one decision that will define your next four years and your career is overwhelming.

However, if you’re interested in entering into the business world but want to contribute in a creative way, consider majoring in public relations.

Here are five reasons PR may just be your perfect fit.

You love building relationships

Public relations is defined as, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (PRSA 2017).

The most common example of these relationships is between a company and its customers. However, public ‘relationships’ stretch to journalists, stakeholders, shareholders and even employees.

If you’re the type of person that likes to foster relationships and values open communication, then public relations is the right pick for you.

Writing is second nature

What most people don’t realize is that public relations is centered on writing. PR practitioners write press releases, media advisories and pitches daily to journalists.

These pieces have a journalistic tone so that newspapers will pick up stories. However, the challenge in this writing is making it newsworthy without sounding like a promotion.

PR writing also includes blogging, which allows for more creativity, and social media posts, which requires strategic writing and messaging.

If typing up stories all day doesn’t sound like your bread and butter, PR may not be the major for you. However, if the idea of creating messages excites you, then brush up on your AP style and join the world of media writing.

Interactive coursework

As PR majors get further along with their schooling and into higher level classes, the coursework becomes interactive.

Very rarely do teachers simply lecture and test students. Instead, they assign projects with real clients which allows students to apply what they learn in class while also adding to their portfolio.

Examples of these classes include Multimedia Writing for PR, PR Case Studies, Survey Research, Style and Design and PR Campaigns.

Internships prepare you

Nervous about getting work experience? No worries!

Christy interning at CMT, summer 2016.

All public relations majors are required to have an internship before graduating. This allows them to gain real-life experience while also starting to create a web of contacts before graduation.

The best part about these internships is that to qualify for course credit, the program has to prove it actively strengthens students’ PR skills.

Therefore, the day to day intern work won’t be the typical coffee runs and office cleaning. Instead, PR students can learn and contribute to the workings of the firm or company.

Multiple career possibilities

Once PR majors graduate and enter into the workforce, they is no limit to career options. The two main avenues that most PR practitioners enter into include firms and corporate.

Firms are high pace and allow PR practitioners to grow quickly because they get exposed to a large number of clients. Corporate jobs are more steady and allow communicators to invest in one client while growing the brand over time.

While these are the most common, PR practitioners can become event planners, media relations experts, marketers or social media managers. Any job that requires strong writing skills and great relationship building matches perfectly with PR majors.

Do these topics make you want to learn more about the major? If so, visit Auburn’s College of Liberal Art’s website.

How to manage a social media crisis

When a crisis occurs and a company’s reputation is threatened, top executives look to PR practitioners to mitigate the damages by responding quickly and effectively.

However, on social media, crisis communications takes on a new form. Often, getting trending topics under control is nearly impossible.

Here are some important tips for how to manage a PR social media crisis.

Anticipate Crises

Every public relations team, whether it is social media or not, needs to have a crisis plan in place. According to Berstein Crisis Management, there are two main benefits to creating these plans.

“First, you may realize that some of the situations are preventable by simply modifying existing methods of operation. You can also begin to think about possible responses, about best-case/worst-case scenarios, etc. Better now than when under the pressure of an actual crisis,” Berstein said.

All crises are dynamic. Not everything prepared will be used. However, when a team has pre-crafted responses, it is easier to manage and adjust accordingly.

Determine if it is a crisis

It is easy to take a negative post or tweet to heart as a social media manager. It may even seem like these are the begins of a serious threat to a company’s reputation. However, that’s not always the case.

According to Convince and Convert, there are three steps to deciding if you have an actual social media crisis.

  1. A social media crisis has information asymmetry – “When the company does not know any more than the public about what’s going on, it becomes a crisis.”
  2. A social media crisis is a decisive change from the norm. – “Many companies have things they are continually criticized on. When a markedly different line of criticism occurs, that’s the second sign of a social media crisis.”
  3. A social media crisis has a potentially material impact on the company overall. – “Somebody tweeting that Subway left mustard off their sandwich isn’t a crisis. A gunman at a Subway is. Scope and scale are the signs of a social media crisis.”

Quickly address all your publics

While it is important to take time in deciding responses, companies need to address issues quickly. Waiting to see if it will simmer out runs the risk of the internet discussion taking off without getting to voice the company’s response.

With crisis management, it is always best to own your mistakes. Be honest with your publics, take responsibilities for your actions and promise to work harder to earn their trust.

According to Social Media Examiner, “When issuing a statement, show compassion and your full commitment to the issue. Assure customers that they’re your first priority. Don’t be defensive, don’t justify your actions and most importantly, don’t hide from criticism.”