Wie beurteilen Sie die Auswirkungen und den Schweregrad einer Social-Media-Krise auf den Ruf Ihrer Marke?

In my experience, being as transparent, honest and timely with your response can make all the difference to your customers and audience. For example, Slack experienced a major outage in 2022 that left many users unable to access the platform - people were frustrated to say the least as many companies use Slack as their go-to for messaging day-to-day (and this was impacting precious working time!). After the issue was identified, Slack owned the issue immediately and provided regular updates to their users via their status page about every half hour - they even took to Twitter to sincerely apologize to those impacted by the outage in a playful and genuine way (check it out here: https://twitter.com/SlackHQ/status/1496222844086276099?s=20).

By applying the RSR framework, you can gain a comprehensive understanding of the impact and severity of the crisis across different dimensions. This knowledge will enable you to tailor your response strategy accordingly, effectively addressing the reach, sentiment, relevance, and influence of the crisis messages. Remember to maintain transparency, empathy, and a commitment to your brand's values throughout your response efforts.

Have a crisis communication plan in place. Monitor social media for mentions of your brand! Apologize for any inconvenience or harm that the crisis has caused, Be responsive to customers!!

To prevent (very difficult) or reduce the risk (more attainable) of a social media crisis, you and your team should be doing the following regularly: -Develop a solid social media strategy with clear guidelines and policies. -Monitor online conversations to detect potential issues early on. -Engage with your audience, respond promptly, and address concerns openly. -Train employees on social media best practices and crisis management. -Regularly review and update your privacy and data protection policies. -Conduct thorough research before partnering with influencers or running campaigns. -Implement a crisis communication plan and establish designated spokespersons. -Stay proactive by monitoring trends and potential reputational risks.

Spike alerts! Set these up for any major past crisis keywords, and set alerts for a sudden increase in tags or mentions. This is a function in many many analytics and scheduling platforms. Spend the time to find out if you have them. Additionally, if your social media software doesn't have it, your PR team's software may have it. Work with them to create that alert and set it up for your entire team to have access to it. Final hack: Slack can receive emails. Set up the spike alert to show up in slack if that's where you're team responds the quickest.

Most of my customer service complaints are fake or people that I have shared words with who are environmentally UNFRIENDLY to small creatures of the ocean. Yes, if its something I have done an apology is always appropriate, however, avoiding something to apologize is my best policy. Responding immediately whether good or bad is a professional courtesy. There are good and bad things about social media, the worst being that people feel entitled to write the worst smear possible and something they would never have the hutzpah to say to my face. That is wrong!