In 60 seconds online, there are 448,800 Tweets posted, 3.3 Million Facebook Posts and 3.8 Million Google searches conducted. Today, information is transmitted unbelievably fast and can become a problem for brands dealing with a crisis. Here are seven tips that will ensure you’re prepared when crisis strikes.
1) Have a Social Media Policy
You may be confident that all your employees exercise discretion when it comes to conducting themselves online, but not outlining a social media policy and having clear guidelines is a mistake. Remember that your employees are brand ambassadors and inappropriate or discriminatory posts on their social media pages still reflect poorly on you.
2) Monitor Social Media
It’s important to be on top of your brand's current online sentiment. The longer you go without addressing negative posts, the worse the situation gets.
3) Get All the Facts, Quickly
Information spreads on social media platforms at a rapid speed, and your stakeholders are waiting for your statement. Furthermore, the longer you go without comment, the longer incorrect or unfair information has to make its way around the Internet. Of course, it’s important that information is correct and verifying details takes time, just recognize the urgency of the situation.
4) Own it, and Apologize
Never underestimate the power of an apology. Time and again, we’ve seen that companies that apologize swiftly and sincerely improve public perception faster.
5) Address Negative Comments
It’s important for the reputation of your brand to address negative comments posted on your social media pages while maintaining a respectful tone.
6) Pause Scheduled Posts
Nothing will turn off your customers more in a crisis than having a post that’s out of context. Be sure to turn off all scheduled posts until the crisis has settled down. Even after it's over, be sure to review previously scheduled posts to ensure they’re still appropriate.
7) Update Website
Consider putting a FAQ page on your website that has detailed information about the incident. That way, when you tweet out updates regarding the situation, you can include a link that has critical information for stakeholders.
We’re experts at managing social media and crisis communications at Alchemy Communications, contact us today for a free consultation to discuss how we can help your organization.