Have A Social Media Policy
Every
brand should have a social media policy and community management plan in
place. There needs to be a clear understanding of what steps need to be
taken if a crises is to arise. Your plan should include a link to your
terms of service, a list of who within the company needs to be notified
and what steps will be taken to take control of it.
Pay Attention And Listen To The Conversation
The
most important thing your brand needs to do is pay attention and listen
to the conversation. Going into a crisis blind is not a recommended
practice. Use social media listening tools like Radian6 and HootSuite to
listen to conversation inside and outside of your brand.
Know What A Social Media Crisis Is
It
is very important to understand what a social media crisis actually is.
How it originated, how the fan or customer has been affected, and why
others are rallying behind the issue. Listening to the conversation will
help you shape an insightful and compassionate brand response.
Acknowledge Quickly And Be Transparent
In
today's fast-paced digital conversation, speed matters, your initial
response should let the public know that you are acknowledging the issue
as ignoring it only makes matters worse. Being as transparent as
possible - as quickly as possible - is highly recommended.
Let People Vent
When acknowledging
a crisis, it is best to do so on a page that you have control over -
like your Facebook or Tumblr pages. This process allows you/ the brand
to control the conversation.
Never Get Into A Public Argument With Users
Never
get into a public argument with users by posting something negative or
argumentative in response to their comment - doing so will undeniably
make matters worse. It is best to take a step back and put yourself in
the customer's position.
Build An Area To House Information
Develop
an area on your website or blog that contains all of the information
about the crisis and what your company is doing about it. Then when
responding to followers and fans, you can send them directly to the
dedicated URL to help streamline communication.
Turn Upset Fans Into Loyal
If you did something wrong, own up to
it, instead of trying to figure out where the blame lies, turn upset
fans into loyal and happy customers by taking responsibility. Own up to
the issue instead of deleting consumer comments about it, because
deleting negative comments instead of addressing them will only add fuel
to the social fire.
