From Email to Tweets: How COVID-19 Changed the Digital & Social Media Crisis Response

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What You’ll Learn:: 

Social media has decreased the crisis response window to mere hours—and in some cases, minutes. The pandemic has further changed the course of crisis communications and turned digital strategies upside down as misinformation and cases spread. How prepared are you to respond as the seconds tick down and the pressure is on? In this fireside discussion, you’ll learn how to continue your social media outreach in ways that strengthens your brand reputation, along with ways to avoid criticism, tips for adjusting your online crisis response, and how to fight against fake news and misinformation as you continue to engage audiences across digital platforms.

You’ll learn:

  • How to set your crisis threshold to determine when to join the conversation vs. remain silent
  • Ways to adjust expectations and help leaders, clients and more adapt to the “new normal” online
  • How to offer resources, helpful information and even entertainment, catered to your audience’s needs
  • Tips for navigating the current landscape and weighing risks through social listening and more
  • Considerations for social media content and messages during COVID-19
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Broadcast: 
June 2020
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Presenter bio: 

Ellen Gerstein (she/her) is the Senior Director, Content Strategy & Engagement, Corporate Affairs for Pfizer, where she leads above-brand digital and social content strategy as a part of the company's global media relations and digital communications team. A leader with more than 20 years of delivering outstanding results, Gerstein is an accomplished marketer and communicator with a vast background in creating successful social media engagement and innovative marketing strategies. Prior to Pfizer, she held leadership positions at organizations in a diverse range of industries, including publishing, nonprofit and media. Her most cocktail party-conversation-worthy role was Wiley Publishing's head of global social media and "For Dummies" brand manager (yes, the yellow and black books).

Dominic Parero is a strategic marketing leader of multi-disciplinary internal and external teams. In his current role as Executive Director of Strategic Marketing at UCLA Health, Parero is responsible for alignment and prioritization of marketing objectives to the business and market development goals of the academic health system. He also leads UCLA Health’s efforts to competitively differentiate, build market awareness, preference, volume and revenue using a precision marketing framework to deliver strong return on investment. Prior to joining UCLA Health, Parero was the Director of Marketing Communications at Stanford Health Care, and championed marketing transformation through an integrated strategic plan that included developing a growth marketing infrastructure. He also previously owned a health care marketing firm with clients including Kaiser Permanente, Intuitive Surgical and Dexcom. Parero is a native of Los Angeles and is a lifelong Laker and Dodger fan. During COVID-19, he lives and works remotely from Mountain View, California with his wife, mother-in-law and rambunctious 3-year old Doberman.