A crisis can arise at any moment without warning. For this reason, many companies develop a Crisis Management Manual to address any eventuality that might negatively impact their image. These manuals, which initially only focused on offline crises, must now include a crucial aspect: social media crises.
According to iRedes, an annual international congress on the world of social media, by early 2013, social media users worldwide had reached 3 billion, with Facebook being the most popular with over a billion users, followed by YouTube (800 million) and Twitter (500 million).
The importance of social media in corporate communication has gained significant relevance and has become an invaluable tool for either positioning a brand or severely affecting its reputation.
To reduce the impact of an online attack, we share six basic tips to face this situation in a simple and effective way.
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- Constant monitoring: Continuously review the comments that your brand’s followers make on social media. This allows for a quick situational analysis and the beginning of action planning.
- Understand and address the problem: Investigate why and where the situation originated. Determine if it is a real event and dismiss rumours. Once the event is confirmed, acknowledge the error or situation. Often, a dissatisfied customer who receives timely attention can become an ally. Plan your strategy.
- Define spokespersons: Every company has managers or leaders who are experts in their areas or departments. It is essential that these executives are trained to be part of a crisis committee, where roles and responsibilities of the spokespersons are defined. These spokespersons will be in contact with the public to provide answers and resolve doubts.
- Continuous communication: The company website, Facebook, and Twitter are the best sources to disseminate statements or press releases. It is crucial to provide a clear and timely position based on the evolution of the situation. Do not overwhelm with too much information. Remember that communication should be based on true and transparent facts.
- Solve the problem: Offer coherent and tangible solutions that repair the damage in a short time. Fulfil the agreed commitments, remembering that you are being constantly watched by your followers.
- Learning: A crisis situation is also an opportunity to learn. When the problem is resolved, write a report on the actions taken, what worked, what was not so useful, and establish best practices for the future.
In the face of a crisis, remember these simple tips, act quickly, ensure the veracity of the problem, confront the situation with solutions, and always evaluate the events and actions taken.