Speaker 1: Hello and welcome to this video where we look at how to use Newswhip Spike during a crisis. When a crisis hits, it's important to quickly assess the situation and gather information for your response. In this video, we will briefly walk you through the process of using Spike to assess the crisis, plan a response, measure the impact of it and monitor the situation in real-time. It does assume you have set up a dashboard with searches related to your crisis and have possibly received an alert that an article about your crisis has been published. In my case, one of my Starbucks real-time alerts set up for potential union strikes has been triggered. In reality, this is a fairly small story, but I'll review the process as if it merited more concern. First, assess the situation quickly by using the Predicted Interactions metric in the article's widgets. Read the other top articles to understand how the media is talking about the situation, what the narrative is and if there are any inaccuracies in the reporting. Next, confirm the potential for the story to break bigger in the hours ahead. What is the current total interactions versus the predicted interactions? How steep is the spike in the highest velocity metric compared to others in the widgets? This will indicate how viral it is becoming. Also, review the social widgets to try and determine the current public reaction. Has anyone significant tweeted about it? Has it reached Reddit yet? Are they asking questions that you should clarify? Are other networks likely to be relevant to this situation? Again, use the Total and Predicted Interaction metrics to identify important posts. Before the next stage, you may wish to copy article information and share social posts into either an internal report or an external one for your clients to make them aware of the situation. Next, plan and deliver your response to the crisis or situation. This might not involve News Whip spike too much, but after assessing the situation and identifying the aspects you need to address in a statement, you could take a look at the top authors leaderboard widget. You can use the Total Interactions metric to identify the authors that might be best placed for your response if you choose to reach out to them. This can help ensure that your response is distributed to the right people and that your narrative is being communicated effectively. You may also choose to simply put a statement out on social media, and this could be tracked with a new filtered search on your dashboard. And of course, you may choose to wait it out, sitting quietly in the shadows, waiting to see the direction of the landscape, and perhaps never make a statement. Even so, that is still your planned response to the events. The next stage is to measure the impact of your response by creating searches and comparing data. This could be direct by monitoring a search of your own social media channels or setting up a new search related to the keywords on your statement. Again, using the Predicted Interactions metric will give you some insights into how your response is going across. A suggested approach is to compare the trends of interest to the same point in time for the other situations. This will help you put the current situation into context for yourself or your client. You can choose to add your current crisis to a dashboard of previous crises. This will allow you to track public and media engagement levels on a combined timeline to see how your current crisis is matching up or evolving to those which preceded it. As you can see, I've created a new dashboard that combines my previous crisis search for Kellogg's Strike Action from December 2021 and plotted against it a similar timeline for Starbucks' Strike Action from December 2022. This example for public interest shows that both kick off at the beginning of the cycle with a strike announcement. I'll expand this again so you can see the results in more detail. The top articles are both displayed here with the current Starbucks news cycle beginning with a strike on Red Cup Day. I don't really know what that is, sorry. However, can you spot the big difference between the two at about the 70-day mark? This is when the Kellogg's story gained traction on Reddit which then led to more public and media interest. The cycle came to an end about two weeks later when an approved contract was agreed. So what's the value? Well, in a similar situation that hopefully doesn't involve people's livelihoods, you would have insight into a potential path of this crisis and be able to act accordingly. Finally, continue to monitor the aftermath of your response and generate reports. As you've seen, the life cycle of a crisis is not necessarily over after the first breaking story and planned response. Real world events can trigger further interest or spark more media or public interest. Or the story may organically start to gain attention and traction from notable accounts or online communities. Perhaps you will find yourself saying, and I would have gotten away with it too if it weren't for you meddling subreddits. Either way, it's wise to keep your dashboards active either by daily monitoring or the continuation of real-time alerts. As you can see, there are a lot of stages to navigate through during a crisis event. However, the preparation work beforehand should help you assess and respond quickly and efficiently with the searches and dashboards allowing you to effectively measure and monitor the results as they happen. In the next video, we will review the last stage of the crisis workflow, which is a reflective analysis of what occurred and how it can help you in the future. Thanks for watching.