Whether you scroll down your Facebook feed, talk to a friend, or turn on the news, there will be one more brand hit by some kind of a social media crisis.
In other words, brands are starting to get hit by social media disasters every now and then. But does that mean that brands are no longer performing up to mark, or is it simply the state in which we reside now?
From social media crisis we simply mean by meeting the wrath of a bad word-of-mouth through tweets, comments, dislikes, and shares regarding a brand’s poor performance and image. This makes us realize how important social media management is, and what any top social media marketing company does in times of crisis.
Create a sound social media policyBusiness owners or social media strategists need to have a documented social media policy. When you have clear guidelines set on what and what not to post, you are alleviating the risk of the post from infuriating the consumers and sending your brand down the tailspin.
Carefully observe the issues earlyIt is important to listen to your social media posts in order to catch issues before they protrude or escalate. When done proactively and appropriately, it can prevent your brand from blowing itself up. The idea is to closely listen how and what people are talking about your brand, in doing so you understand the difference between full-blown crises and how consumers’ sentiment towards your brand changes. In case you see a sudden increase in your brand name mentioning, this indicates you could be lying on a polarized scale of total acceptance or detest for the consumers.
Create a crisis communications planA strong communication plan should be in place even before anything unfortunate happens. This allows marketers to respond quickly or before the situation worsens. Timeliness is the key to handle different social media crisis. In short, you should be prompt enough to respond within an hour of the emergence and spread of a crisis.
The social media crisis communication plan will include pointers like how the situation will be internally communicated, how you’ll differentiate between a real crisis and a simple unhappy customer, approval procedure for what content will be posted, pre-approved external messaging content, a link to the brand’s social media policy, and the roles of all the stakeholders involved.
No matter how powerful crisis management plan you have, never expect a situation to be resolved within a few, vigilantly written posts. From the customer’s perspective, they need a quick response to a burning issue, and so should be your response in a timely manner. In the simplest action, you can start by actually acknowledging that there is a problem, and educating people that more information on its better comprehension and resolution is coming soon.