🧗 Base Camp 2: Welcome to Week 2 of the mCommunity Race to Summit - Monitoring a Brand Crisis

Week two, let’s goooo!! 
 

Excited for this! Thanks ​@Jacinda Espinosa!

Organization: Aubrey Rose Foundation
Boolean:
(("Aubrey Rose Foundation" AND "Cincinnati" AND "Ohio") OR "aubreyrose.org" OR "Aubrey Rose Fund" OR "Aubrey Rose Charity" OR containsLink:"aubreyrose.org" OR "Hollenkamp" OR "Aubrey Rose Hollenkamp" OR "Aubrey Rose Foundation Event" OR "Aubrey Rose Foundation Donation" OR "Aubrey Rose Foundation Fundraiser") AND (infoType:"news" OR infoType:"social") AND ("can someone get back to me" OR "please reply" OR "please call me" OR "never answered" OR "need help" OR "awful service" OR "waited forever" OR "the worst" OR "can't get in touch" OR "charged me" OR "refund" OR "where do i" OR "who can i" OR "what is the number" OR "customer service" OR "the worst" OR "so bad" OR "help me" OR "brand rep" OR "on hold")
Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for? This crisis custom category focuses on customer complaints for my chosen organization. Not positive if I did this correctly, so I look forward to other examples for me to potential edit/update my attempt. My goal was to ensure that the search captures content related to the Aubrey Rose Foundation and includes any of these specified customer complaints.

Organization:
Trans Lifeline

Boolean for FINANCIAL Crisis:
("Trans Lifeline" OR "translifeline.org") AND ("trans support" OR "crisis hotline" OR "peer support" OR "transgender community" OR "mental health resources" OR "nonprofit organization" OR "direct aid" OR "financial assistance" OR "name change assistance" OR "microgrants" OR "community support" OR "LGBTQ+ advocacy" OR ("suicide prevention" AND "Trans Lifeline") OR "gender-affirming care" OR "trans safety" OR "emergency funds" OR "mutual aid" OR "harm reduction" OR "crisis intervention" OR "helpline" OR "trans justice" OR "trans empowerment" OR "recursos de salud mental" OR "apoyo comunitario" OR "asistencia financiera" OR "seguridad trans" OR "prevención del suicidio" OR "ayuda mutua" OR "intervención en crisis" OR "justicia trans" OR "empoderamiento trans") AND ("financial crisis" OR "loss of funding" OR "federal government" OR "major donors" OR "economic downturn" OR "recession" OR "market crash" OR "bankruptcy" OR "credit crunch" OR "financial instability" OR "stock market volatility" OR "currency devaluation" OR "economic collapse" OR "financial turmoil" OR "budget cuts") NOT ("National Suicide Prevention Lifeline" OR "The Trevor Project") NOT contentCategory:press_releases NOT nsfw:true NOT contentCategory:market_research_reports NOT contentCategory:aggregator NOT contentCategory:stock_market_news
 

My Personal Takeaways:

1. This organization is currently dealing with a bit of a financial crisis, and I wasn’t expecting that.
2. I think this is a fantastic tool that is VERY helpful and quick in letting comms professionals see what is happening in real time.
3. Despite setting this up to be about financial crises, my boolean thread also pulled in references to the federal government wanting to track who calls these suicide prevention hotlines and when. While this is very important for Trans Lifeline and other organizations to be aware of, how can I sharpen this search to not be inclusive of this?
   I know it’s this piece of the thread that is the culprit: “AND ("financial crisis" OR "loss of funding" OR "federal government" OR "major donors" OR "economic downturn" OR "recession" OR "market crash" OR "bankruptcy" OR "credit crunch" OR "financial instability" OR "stock market volatility" OR "currency devaluation" OR "economic collapse" OR "financial turmoil" OR "budget cuts")”

"World Food Prize" AND ("public backlash" OR "negative press" OR "scandal" OR "brand damage" OR "reputation risk" OR "crisis management" OR "public relations disaster" OR "consumer boycott" OR "product recall" OR "safety recall" OR "defective product" OR "recall notice" OR "voluntary recall" OR "mandatory recall" OR "recall alert" OR "controversy" OR "bad publicity" OR "image crisis" OR "brand tarnish" OR "reputational damage" OR "negative coverage" OR "public outcry" OR "brand crisis" OR "PR crisis" OR "negative buzz" OR "brand crisis" OR "reputation crisis")

Organization: Archway Community Services

Boolean:

"funding shortfall" OR "lack of funding" OR "financial crisis" OR "budget cuts" OR "donation decline" OR "grant reduction" OR "financial instability" OR "revenue loss" OR "funding gap" OR "non-profit financial challenges" OR "charity funding issues" OR "fundraising difficulties" OR "financial constraints" OR "funding crisis" OR "partner withdraws funding" OR "funding withdrawal" OR "partner funding cut"

Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for? 

I used the toolkit provided in the resources above and the product training session this morning to use the AI assistant to create a boolean string for the charity and emphasized the need for the search to include keywords for funding shortfall and cuts to funding from partners. 

As the custom categories is used to extend search, instead of having the search terms included in the main boolean search, I would also move the executives and directors to a custom search as well as program names. Please let me know if I understood this correctly. 

Question: Would we need to add the partner names in our search when we are looking at fund cutting? Or is the main search for you charity name: “Trans Life” and the custom category?

That’s a great question, ​@mon2.liu. I was having issues with irrelevant things show up, so that’s why I have included Trevor Project and similar with NOT. But the charity’s name is “Trans Lifeline.” And, yes, this is my main search with the financial crisis piece added in. I may have done this wrong. 😐

• Organization: vzw Kinderkankerfonds
• Boolean: "publieke verontwaardiging" OR "negatieve pers" OR "schandaal" OR "merkschade" OR "reputatierisico" OR "crisisbeheer" OR "pr-ramp" OR "consumentenboycot"  OR "media-aandacht" OR "vertrouwensverlies" OR "klachten" OR "klantenserviceproblemen" OR "imago"
• Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for? I didn't know the customized category yet. Very interesting to apply in crisis situations! I’m btw very happy to see that there is no negative coverage or reputational damage for my charity!

Great insight into discovering what you didn’t expect and digging deeper into that. I ran into a similar situation on my test for this exercise and it’s a great way to sharpen my skills for the situations I run into when dealing with a crisis impacting my organization or stakeholders

I love that you explored this idea. I think it can be one of the more valuable tools for how people are engaging with your organization overall or within a brand campaign or ambassador program. I had two thoughts

1. Is this specific search more useful for a company where customers vent their frustrations online (airlines, fast food, ticket brokers, etc...) I’m wondering if it is worth creating a few different versions for either charities or other organizations that don’t typically get this sort of engagement.
2. I’ve also run into a few companies that now have the ‘complaint’ section listed under ‘compliments, complaints & concerns.’ Could there also be a way to capture the positive sentiment and ‘compliments’ that are part of a campaign?

I picked the American Heart Association (AHA) for Race to the Summit. Originally it was part of a work project to track the charity’s mentions during American Heart Month. It turns out, this month there is a ‘crisis’/social backlash over the AHA’s support of a bill regarding SNAP benefits in Texas. I noticed something with this crisis that I often deal with and I’ll share more of my thoughts below.

• Organization: American Heart Association
• Boolean:
  ("SNAP" OR "soda" OR "sugar" OR "sugary drinks" OR "candy" OR "scandal" OR "lawsuit" OR "fraud" OR "boycott" OR "controversy" OR "recall" OR "protest" OR "backlash" OR "negative publicity" OR "crisis management")
• Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for?
• Custom categories is a great way to refine a search already built to monitor my organization but run that search through a specific lens without the need to create a whole new search. I noticed with this ‘crisis’ that it would spike on one day and die down before spiking again. Sometimes there is no news peg and sometimes there is. Being able to adjust the date range and look at the word cloud under narrative allows me to determine what changed in just a glance. From there I can find the new keywords and add them to the custom category. In this case I needed to add Pepsi and Kellogg’s since they are also getting dragged into this, along with the term ‘big soda.’ 
•  I often find with my own situations that it appears bots may be amplifying an issue after real people have stopped commenting on it. Is there are way to filter for this, maybe adjusting for the number of followers of certain accounts to help separate the real accounts from fake accounts?

This is fascinating, and such a great question. I’m curious about this too.

I’m responding to your point 2: Meltwater does have a sentiment filter, so you could technically get it in your “Monitor” see two sets of returns. I have this turned on for my organization so I can see positive mentions, negative mentions, and all the ones that are neutral. It’s not perfect. Another thing that Cris Rice mentioned is that you can set up a sentiment shift alert so that you can see when people are becoming unhappy about a certain thing regarding your brand. 

Meltwater has a setting where duplicate content can be hidden. https://help.meltwater.com/en/articles/5351693-getting-started-with-monitor#h_c3259be9c7

Organization: Active Minds

Boolean:

("Active minds" OR "activeminds.org" OR “@active_minds” OR “@activemindsinc”) AND ("suicide" OR "mental health" OR "mental illness" OR "Alison Malmon" OR "Brian Malmon" OR "bipolar disorder" OR "Columbia University" OR "schizoaffective disorder" OR "University of Pennsylvania" OR "depression" OR "anxiety" OR "suicidal" OR "schizophrenia" OR "PTSD" OR "eating disorder" OR "substance use disorder" OR "OCD" OR "ADHD" OR "psychiatric" OR "discrimination" OR "awareness" OR "prevention" OR "intervention" OR "mental wellness" OR "psychological" OR "well-being" OR "emotional health" OR "send silence packing" OR "varsity letter in mental health" OR "campus mental health program" OR "treatment access" OR "psychiatrist" OR "therapist" OR "Mental health professonal" OR "psychosis" OR "psychologist" OR "stigma" OR "Kate Hard" OR "Healthy campus award" OR "nonprofit" OR "advocacy" OR "charity" OR "community support" OR "crisis intervention" OR "self-care" OR "self care" OR "signs and symptoms" OR “#AskToHelp” OR “#activeminds” OR “SantaMente” OR “salud mental” OR “enfermedad mental” OR “bienestar emocional” OR “prevención del suicidio” OR “trastorno bipolar” OR “trastorno de ansiedad” OR “trastorno depresivo” OR “esquizofrenia” OR “TEPT” OR “TOC” OR “terapeuta” OR “acceso a tratamiento” OR “psicólogo” OR “recursos” OR “programas de salud mental en universidades” OR “síntomas y señales” OR “autocuidado" OR "public backlash" OR "negative press" OR "scandal" OR "brand damage" OR "reputation risk" OR "crisis management" OR "public relations disaster" OR "consumer boycott" OR "product recall" OR "safety recall" OR "defective product" OR "recall notice" OR "voluntary recall" OR "mandatory recall" OR "recall alert" OR "reputational risk" OR "brand crisis" OR "PR crisis" OR "corporate scandal" OR "brand reputation" OR "negative publicity" OR "crisis communication") NOT nsfw:true NOT contentCategory:market_research_reports NOT contentCategory:aggregator NOT contentCategory:stock_market_news

Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for? I continue to be impressed by Meltwater’s AI search assistant. It made it so easy to create this query!

I’m also monitoring for a reputational crisis! This looks awesome!

I’ve never used custom categories prior to this either! That’s awesome to see your organization had no negative coverage!

Organization: California Wildfire Foundation

Boolean: "California Fire Foundation" AND ("scandal" OR "controversy" OR "backlash" OR "criticism" OR "negative press" OR "public outrage" OR "ineffective policies" OR "mismanagement" OR "recall" OR "lawsuit" OR "legal action" OR "lack of transparency" OR "investigation" OR "reputation damage" OR "brand damage" OR "trust issue" OR "loss of trust" OR "credibility issue" OR “delayed response”)

Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for? For organizations like this, I think it is important to consider the allocation of resources and funding priorities. For example, significant budget cuts to critical wildfire resilience programs while investing in other project. Another is to take into consideration the criticism regarding the effectiveness of policies and strategies in preventing and managing wildfires. So I have included lack of transparency, delayed response, etc.

We are pretty much the same! I think for charities, we must monitor crisis or negative coverage about lack of transparency or mismanagement of funds :) 

We are pretty much the same! I think for charities, we must monitor crisis or negative coverage about lack of transparency or mismanagement of funds :) 

Great work! It is also vital to monitor the executives and directors and create a custom search. I would also do that :) 

Great idea, that seems like a much better approach!

Organization:

Protectora de Animales La Bienvenida de Ciudad Real

Boolean:

("Protectora de animales la bienvenida de Ciudad Real" OR "http://protectoralabienvenida.es/" or "la bienvenida de ciudad real" or "protectora la bienvenida" or "protectora de animales de ciudad real" or "protectora de ciudad real") AND ("escándalo " OR "desastre" OR "boicot" OR "clausura” OR "gestión ineficaz" OR "mala gestión" OR "corrupción" OR "falta de fondos" OR "pérdida de donaciones" OR "sacrificio" OR "protestas contra la protectora" OR "boicot a la protectora" OR "cierre temporal" OR "licencia suspendida" OR "violación de la ley de bienestar animal" OR "maltrato animal" OR "negligencia" OR "condiciones insalubres" OR "superpoblación" OR "falta de atención veterinaria" or "vergüenza")

Any tips or tricks you discovered/learned from creating this search? Any specific feedback you’re looking for?

I used the AI assistant to come up with more keywords related to a reputational crisis of an animal shelter. I also included the operator sentiment so it looks only for content with negative sentiment.