January 7, 2016 Raz Chorev

A blueprint for managing a social media crisis

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Let’s put things in perspective: we’ve all heard about social media crises, and what companies need to do to prevent them. However, if we look at the definition of a crisis:

Crisis – a time of intense difficulty, trouble, or danger, 

we need to be careful NOT to create storms in teacups.

Not every negative comment on a company Facebook page, or an abusive tweet, as horrible as it might be to be on the receiving end, equates to a crisis. PR professionals will tell you there are numerous ways to deal with public comments, but the first decision you need to make is quite simple: to respond, or not to respond.

A real crisis situation, from a social media perspective, tends to escalate when companies choose NOT to respond, or their response is late or inadequate.  Negative customer feedback is part of life, and we should all embrace negative feedback as an opportunity to grow and provide better customer service.

Before we look at various crisis situations, and how to deal with them, some fundamentals need to be in place first:

  1. We need to be tuned in and listen for feedback. Having a monitoring or alert system in place to find where our customers are leaving feedback is, as mentioned above, fundamental!
  2. Having a policy in place will help frontline employees deal with feedback. An escalation plan is important too, when things get serious.
  3. Response Library – some feedback responses can be “canned”, or prepared in advance. This will help the team prevent a minor incident from blowing up into a WW3.

Once you’re tuned to the market and listening in, with a policy guiding your team how to deal with negative social media commentary, we can start looking deeper.

Read the full article on Matchboard.com.au

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