01 Jul Control the crisis: What we do about Brexit
With social media buzzing about the EU Referendum results, Brexit is the word on everybody’s lips. Facebook’s newsfeeds reminded people to vote, Snapchat released special filters and multiple relevant hashtags were trending all over Twitter – but now, a few days later, a lot of people and businesses are looking around and wondering what will happen next?
Well I’m sorry but I can’t tell you, what I can tell you is how to prepare your organisation for the future, even if you are unsure what it holds. As our country is entering unchartered waters, preparing yourself for anything is of the utmost important and organising and implementing crisis management strategies cannot wait.
Social crisis situations can start for a variety of reasons, from reports of faulty products being sold, to an event that you are hosting being cancelled at the last minute. It’s nearly impossible to foresee every potential crisis and even brilliantly planned marketing campaigns can turn sour, for an example see how the worst social media campaigns of 2015 went bad quickly. The important thing to remember is to be prepared and have the tools and techniques in place to protect your reputation.
Discover our handy hints on how to prepare yourself for a social crisis and be better prepared for the future – whatever it holds for you.
Identify your crisis management team
You need to identify who will be responsible for taking the reins if social crisis hits. You need to have a leader that the rest of your social team can turn to and trust to give them the guidance they need. Make sure that you have an action plan in place and that all of your team are aware of what responsibilities would befall them in the case of emergency. Hosting a short crisis management training session could help to inline multiple departments and users at one time, whilst giving them the chance to ask any questions that you may have overlooked.
Don’t go in blind
Make sure you thoroughly research what the best method of brand protection is for your organisation. It’s usually good practise to publicly apologise and keep your customers updated on progress – helping you to remain transparent and honest. Reviewing your competitors and any past data you have can help you to identify which approaches works well within your sector.
Set up a monitoring stream
Monitoring what is being said about your brand is essential if you are to counteract the crisis quickly. Monitoring any mentions of your brand on social media can give you a closer insight into what your customers are saying about you, whereas print and broadcast media monitoring can help you to see how your brand is being portrayed on a larger scale. By having these insights into the attention your brand is receiving you can better plan your crisis management strategy and resolve the issues quicker.
After a crisis has stuck your organisation, your customers will probably be confused and in need of some reassurance from you, this is a brilliant time to establish yourself as a calming, informative influence. However if you plan to respond to incoming communications in the midst of your social crisis, you must prepare your social customer service team with pre-approved responses and ensure you have a method to deal with the high number of messages you may receive. If you can help your followers then do so and rebuild your reputation, but if you aren’t completely confident with your information don’t share it. Better to be silent than to be incorrect.
Edit your current campaigns
When things go wrong it’s important that you ensure that your outgoing content isn’t pushing any messages that were previously approved but could now be seen as inappropriate or of bad taste. Make sure you take time out to re-evaluate, pause or reschedule your campaigns.
Sometimes you can’t prevent a crisis from unfolding and all you can do is damage control. With our top tips you can better prepare yourself to counteract and help to keep your brand’s reputation protected. If you would like to discover how to make it even simpler to manage crisis situations, let us show how our solution can help.
About the Writer:
Rhiannon Birch is PR & Marketing Coordinator at SocialSignIn. She is passionate about all aspects of writing and enjoys discussing the real-life stories behind social media. With two young children and three dogs, Rhiannon spends her (very little) spare time exploring new places and watching Star Wars.