Experiencing a social media crisis is an intense time for any business and one that hopefully you will never have to deal with. However if you find yourself unfortunately at the receiving end of a social media crisis you need be prepared and know what to do in that situation. This post will help you with your pre-crisis planning, the 6 steps to successfully managing a social media crisis and also several case studies from others showing those that responded well and not so well to their own social media crisis and how you can learn from them.
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One of the key elements to successfully managing a social media crisis is pre-crisis planning and this includes;
Always Listening on your Social Media Platforms
You cannot deal with a crisis if you don’t know it’s there so it is important that you be actively watching all of your social media platforms and listening to what is being said. That way as soon as a crisis emerges you can respond immediately or as soon as protocol dictates.
Knowing What Constitutes a Crisis
Knowing what constitutes a crisis is also a very important factor. Social Media crises normally have three characteristics;
- A social media crisis is a significant change from the norm. It is expected that some negative talk will occur and this is not a crisis. It becomes a crisis however when a different line of criticism occurs that is more serious.
- A social media crisis is when the business does not know any more than the public about what’s going on. For example if a disaster has happened and you find out via a social media platform when everyone else does that is the sign of a social media crisis.
- A social media crisis has a strong impact on the business as a whole. If the scale of what is being said has a large impact on the business itself then that absolutely constitutes a crisis.
Having a Crisis Plan
Every business whether big or small should have a strategy for how it will deal with a service shut down or public relations disaster. As part of your plan, you need to have clear answers to the following questions;
- Who will handle your social media accounts in case of a crisis?
- What will that person/people be authorized to write?
- Who needs to be made aware of the crisis?
- What is the response protocol?
If a crisis has broken, here are 6 steps to successfully managing a social media crisis;
Acknowledge there’s an Issue
The first thing you must do is respond to the crisis by acknowledging something has happened, even if you have no answers or solution to it yet. It is important at this stage to be genuinely sorry and apologise and acknowledge the issues on your part. It is easy to see whether a company is being genuine with their apologies, so be honest and up front and this will help you later down the line as you try to rebuild your reputation.
Respond on the Medium in Which the Crisis Broke
Once you have gathered information, you should respond first on the medium where the crisis broke. This means if the crisis broke on Facebook, then respond first on Facebook and then work your way through and respond on your other mediums. You never know where a crisis will break so you must be aware and listening on all of your social media platforms.
Create a Crisis FAQ
You will then need to create a Web page or something similar and put all the information about the crisis in one place. That way you can direct people to that page where all the answers are clearly there for them; this will save time and prevents misinterpretation of your responses.
Information provided on the crisis FAQ should include;
- Acknowledgement of the crisis
- Details about the crisis, how it broke, who was alerted first, when, and how
- Specific actions taken in response to the crisis
- Potential effects it may have
- What is being done to prevent future occurrence
- Contact information for complainants to get in contact
Build a Medium Where People Can Talk/ Voice their Concern
While this may seem counterintuitive, you want people to raise concerns on a medium you control. Whether it’s your Facebook page, forum, or the comments section on your Crisis FAQ, you will be able to keep more of the conversations about the crisis in a single venue, making them easier to track. If you do not provide this then you give no option but for complainants to create their own which will then give you no control of it whatsoever.
Keep Your Employees in the Know
Every employee is a potential spokesperson which makes it imperative that you keep them informed about the crisis. Whether it is by email, text message or something similar you must keep your employees in the know so that if they are approached they can respond accurately.
Learn your Lessons
After the crisis subsides, part of moving forward and rebuilding your reputation is to learn from the events that happened. This means you should create a document for your records that contains information that can guide future crisis management, highlight positives/ negative in your crisis protocol etc.
Information contained in this document should include;
- Copies of all comments, tweets, posts, emails made during the crisis
- Information about where the crisis broke, when it broke, where it spread and how
- Where all relevant people informed and in the know at all times?
- How did your response protocol work?
- Who if anyone, rose to your defence? Those who did will later need to be thanked
Social Media Crisis Case Studies and Useful Reference
Social Media Crisis Case Studies – http://bit.ly/YVFmia
How to Protect Your Company From A Social Media Crisis [INFOGRAPHIC] – http://bit.ly/12uGNGp
Social Media Crisis Management: Three Case Studies – http://slidesha.re/9pBulY
When Social Media Gets Ugly – The 20 Biggest Brand Disasters – http://bit.ly/16ZpP71