HOW TO AVOID A SOCIAL MEDIA CRISIS
Definition: A social media crisis is an issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss (e.g. United Breaks Guitars)
Social Media Crises are on the rise and yet...
76% Social Media Crises could have been avoided with proper planning and internal investment by companies (Source: Jeremiah Ovvyang of Altimeter Group)
Why social media crises occur:
Lack of planning and preparedness — most companies are quick to jump onto the latest social media platforms without preparing for the threat of a future social media crisis.
Companies must climb the Social Business Hierarchy of Needs (based on Maslow's Hierarchy of Needs)
The Social Business Hierarchy of Needs
Weave real-time market response to business processes and business planning.
#1. Make decisions based on real-time business intelligence such as customer ratings or reviews
#2. Achieve real-time , customer engagement by empowering employees through a 'holistic' model
#3. Use real-time social data & insights to make key business decisions.
Give employees support & flexibility ach their goals.
#1. Once CoE is in place, trust your employees to use their own initiative.
#2. Encourage them to stay connected and to learn from each other.
#3. Give them templates to measure and record social media results for reporting purposes.
Co-ordinate social media efforts across whole company
# 1. Take inventory of current social assets across the company.
#2. Form a social media Center of Excellence (CoE) to serve the whole organization in terms of education, measurement and tool deployment.
Organize a team & a process to deal with and respond to possible crises.
#1. Appoint a team to monitor and respond to social conversations around the clock.
#2. Create a company-wide process for responding to customers in real time.
#3. Train your team by doing internal 'fire drills'.
Build a strong foundation for a social business.
#1. Define clear business objectives for using social media.
#2. Establish policies to protect both employees & customers in relation to social media crises.
#3. Provide basic training to empower employees in using social media tools.
Source of information: Social Business Readiness Report by Jeremiah Owyang.