Crisis Management: how to manage a corporate crisis on social networks
In recent years, the explosion of social networks has redefined the concept of crisis management and, specifically, the way in which companies are called to deal with the management of the corporate crisis . In these cases, a wrong or too much word could in fact generate even more discontent on the net: therefore let's see how a company must base its social communication in the event of a crisis.
Crisis Management: what is it?
The concept of Crisis Management refers to the set of short and long term strategies implemented by a company with the aim of managing a corporate crisis in the best possible way. These strategies are defined within a structured communication plan, which must first of all include a SWOT analysis of the company itself, i.e. the analysis of its strengths (Strenghts) and weaknesses (Weaknesses), opportunities (Opportunities ) and threats.
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Establishing a strategic intervention plan before any crisis occurs allows you to act promptly when it occurs, without improvisation of any kind. This plan must necessarily contain the corporate policy on social media , in addition to the guidelines for identifying the size and type of crisis, roles and responsibilities of the individual departments and procedures for approving the company's public responses.
How to best manage a crisis on social networks?
In order for the crisis management plan to be effective, the top management of the company must fully support the work of the communication team, providing all the information necessary to identify and neutralize the possible weaknesses of the company as quickly as possible.
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The advent of social networks, with the viral dynamics connected to them, has contributed to making the short-term strategies of crisis communication particularly important . It is therefore essential for a company to constantly monitor the various channels (with the specific technical tools offered by the web) and to formulate response models aimed at containing in a short time the tones of the conversation that sees it being criticized, thus preventing the boycott of their products.
Specifically, in the event that a customer reports a disservice, it is advisable that the company respond immediately , apologizing where it is needed and providing a possible solution . On the other hand, it is absolutely not recommended to cancel the negative comments towards the company indiscriminately, since the only result that will be obtained will be to move the conversation to other channels, further tightening the tone and losing control of the communication process.
Even in the event that the problem is not directly connected to the company, the fault should never be put on the customer. It is important, however, to be interested in the positive resolution of the issue and always respond with grace and sympathy, without ever offending those who criticize.
All this, however, does not mean going back and forth across the board in the event of a crisis: while trying to always put yourself in the customer's shoes, it is equally important, less than sensational and obvious "slips", to defend your choice, providing data, examples and numbers that certify its goodness.
Once the corporate crisis is over, it is helpful to keep in mind that users rarely forget a company's missteps. For this reason, in the days immediately following, it may be appropriate to modify your editorial calendar on social networks, to avoid creating new misunderstandings.
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Addressing and overcoming a corporate crisis in the days of the social network is possible, but in crisis management nothing should be left to chance. On the contrary, you need to know how to act well before any misstep occurs. If you don't know how to move, contacting professionals is probably the wisest choice.
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