- Posted by Mihir
- On June 25, 2015
- 0 Comments
- crisis management cases, online crisis management, social media crisis, social media crisis management, social media monitoring
This Episode explains on Social Media Crisis and how to best handle them.
- A Crisis can arise when a customer is seemingly wronged by an employee out of mischief or mistake which ends up harming the brand when that issue is put up on Social Media via Visual or written content.
- It is suggested that the CEO of a brand, which goes in such a crisis, quickly assesses the challenge on-ground, figure out what really happened-
- e what it an error as a part of your business process, was it done intentionally to harm your business reputation, a disgruntled employee’s mischief, etc. This assessment needs to happen urgently especially if it has the capacity to harm the business greatly to fix it quickly.
- Taking the example of a recent crisis that happened for a retail brand which had a camera wrongly facing inside the changing room, Sanjay suggests these steps to ensure the brand’s integrity.
- Fix the issue, ensure the camera is placed right.
- If the brand has 50 outlets, go at each outlet and take photographs or let someone walk in the store and take a video of the outlet showcasing that it was a one unintentional incident.
- If the employees were involved, get them fired or arrested and seal the outlet for around two days for fixing.
- Go out with a very confident statement which can generate confidence in your customers stating this was a rare incident which has been fixed, the employees if found guilty have been reprimanded accordingly and show Video or photographic proof for reassurance.
- While one cannot predict when, a crisis is going to happen at some point of time which derives the need to prepare from day 1. It means setting up established roles and responsibilities in the organization, which is the team which is actually picking up the crisis, it could be a social listening exercise or it could be reports coming in from stores.
- It should be defined who are the stakeholders here, i.e the people who need to be on speed-dial ahead of everybody else and for them to be ready to respond really quickly and who are going to be the mitigators, i.e people who will devise strategies to mitigate the crisis. This preparedness should ideally happen before the crisis.
- This kind of preparedness is called ‘Crisis Management Protocol’.
- A lot of companies who are in the Industry where the working environment is unsafe, or where there exists a possibility of mishaps to happen usually have an offline crisis management in place.
We would love to get suggestions on what you would like to know or to get covered on Digital / Social Media, in future episodes of this podcast.
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