If your brand catches a cold in the social media world, leave it unattended and chances are it turns out to a life-threatening disease.
Yes, a sneeze or cold could be common in real-life, but for your brand or organization – a cold is the best time the doctors in your organization attended to your brand buzz. Only thing, the doctors here are your very own social media managers – right up to your CEO!
It’s no more sheer paranoia to keep chanting about an impending social media crises, for the organization. To be ready to handle any social media crisis that will dent the reputation is now widely discussed and advised all over.
Do you have the right social-media doctors in place?
Just look around your Google or Bing search bar for social media disasters – and there are a few, in which the brand almost got killed, at least ephemerally. You had one guy resorting to a purchased/promoted tweet to express his frustration at a large global airline. As mentioned in the opening lines, the airline chose to delay attending to a social media sneeze, and its brand caught a severe flu.
It is not being prepared to handle such an event or online burst that is wanting – rather, it’s the vision or wherewithal to see a cropping up social media crisis for the organization and the ability to act post that, which is an impediment to effective crisis management.
So, what are some of the signs of such a social sneeze like? How do you know that a social media reputation hit, brewing in out there?!
- Is there any unusual buzz around your brand (product, service, or people within your team) in the online space? Do you see some strange mentions about any of these, which have not been noticed earlier? This is something which is a pointer that you must take cognizance of the social media buzz, and probe to what may have triggered this. Yes, there is a possibility that this could be positive buzz. But, the cardinal rule in social media reputation management is this – unusual buzz tends to be more inclined on the negative side. A service issue or a misdemeanor by someone in your global team is more likely to generate a discussion or post, that something good.
- Has there been an event that has occurred somewhere, where you foresee a lot of buzz? Could be a part failure or lack of retail-end availability of your offering. Or just anything like that. Its imperative that you watch out the social media buzz in that region with alacrity. When you know that there could a negative buzz coming in, its easy to deploy the necessary people and tools, and take up and address queries, and have a social-response hierarchy in place – effectively dousing the negative buzz, before it flames your reputation.
- Has someone in your senior team, be it even your CEO or someone in the top echelons of the organization erred in the manner in which some issue has been communicated to the media, or even in an one of one interview, which has been quoted out of context, and is beginning to set a negative reputation spiral? Good reputation managers, backed by their real-time experience can see the coming in such situations. In such cases, it’s easy to be prepared with an effective response, and even post it to all media, and in all social destinations, and then also handle individual queries on a case by case basis, as the situation or kind of media demands.
These are just three illustrations that give the reputation manager or social media commander a feel of what could be coming in, and how it must be handled effectively to ward off an evil strike at the reputation base of the organization.
Logically, these can be extended to more permutations and combinations across geographies and various social destinations to serve as reputation hit forecasts.
Hope this helps you get that social media sneeze attended to swiftly. But, are your doctors in place?