5 steps to tackle the social media communication crisis

A plan of action on social networks and other online channels of the organization when a communication crisis occurs.

We recently started the topic of the communication crisis and what role social media plays in the mix of communication channels we use during a crisis.

In the previous article I shared why it is important to use social networks and what we can do preventively to protect ourselves from the negative effects of the crisis on our image.

It's important not to act like you're untouchable - don't knock on wood and read your horoscope. None of these things are good no crisis prevention. Crisis can and does happen to anyone. If you have the foresight to prepare, it is very possible to minimize its effect to unnoticeable.

In this article, I offer you a plan of action for your organization's social media and other online channels when a communication crisis has already occurred.

If you're reading this article, it means you've already taken the first step - you've realized you're in danger of a crisis (everyone is!).

Follow the plan! During a crisis, your mind is overwhelmed by stress. Emotions and other factors are involved, preventing you from assessing the situation soberly. That's why an advance plan is valuable - because it is carefully and soberly made. Trust it. Follow it.

How to deal with the social media communication crisis in 5 steps:

1. Build the ranks - who runs the channels and who makes the decisions

It may seem like it goes without saying, but it's important to make sure that in times of crisis we don't miss the connection between the person (or team) making decisions and the person (or team) managing the organization's social channels. In case you own a small business and take care of everything yourself, you don't have such a problem. In larger organizations, however, it is very important to make this contact. They need to be in touch with each other - preferably by phone, but also have their email addresses and be fully available to each other.

In some cases, you may need to take control of the online channels away from the person who looks after them on a day-to-day basis, but it's advisable to keep them involved in the process, even if they don't act directly.

2. Watch - who, where and what comments

If you have more than one online channel (website + Facebook page + Twitter and/or others), it is important to identify where the "active crisis" is; where and what comments are; who is commenting and in what capacity.

If the crisis has not affected all your channels, there is no need to spread it where it has not reached. On the other hand, if the crisis is big and significant for a large number of people, it is better to use all your channels to spread your message.

ImportantA: Do not underestimate or ignore individual comments. Respond to questions that are asked of the organization and/or its representatives. If someone somewhere is speculating about the truth, respond by clarifying the facts and making reference to the official position of the organization.

3. Investigate the situation - get to the bottom of the problem

Know the facts - what exactly happened, who was involved, what's next, what we need to tell people about the situation.

In some more convoluted situations, you may have to play detective. If an employee has made a mistake, chances are they won't want to admit it (for fear of the consequences). You need to find a way to prejudice him and get to the truth. Reassure your people that you are on their side (even if you feel like wringing someone's neck!). Act as their accomplice, not their enemy.

4. Think carefully about the way you want your version to be heard

• The tone - whatever has happened, the tone of your official statement and any individual response on social media should be kind, humble, thoughtful and considerate. Get the facts straight, but don't allow yourself to go into explanation mode. Keep in mind that your social media communication is not meant to prove facts, but to win people to your side. Be nice, apologise and take responsibility, even if it seems unfair.
• Time - in times of crisis, time passes at an extraordinary pace. You've got a pile of work to do on the crisis itself, and the ongoing tasks don't stop. Don't procrastinate. The sooner you establish the facts and put together a plan of action, the better.
• Channels - be sure to consider all channels. You may decide not to include any of them, but this should be the result of a considered decision, not an oversight. Make a response plan for the following online venues:
  • The organisation's website
  • Emails - to employees, partners and in some cases customers
  • Social network profiles
  • Press releases to third parties
• Transparency - the truth is always the best version! The truth, the whole truth and nothing but the truth. If the facts malign the organization, take responsibility, but don't hide the truth. On social media, lying is a suicide trigger. Don't touch it!

Important: Don't let yourself lose the "voice of the organisation" - that specific tone and way of addressing people that you use in your everyday life. This will give your audience extra peace of mind and reassure them that you have things under control.

5. Act

In some cases, you will need to issue a formal statement explaining what happened, why and what you will do to mitigate the negative consequences, as well as what measures you will take to prevent a recurrence. In other cases, it would be sufficient to simply provide a response where there are negative comments.

Whatever the plan, make sure everyone in the organization is aware of it. Every employee involved in marketing, PR and sales should familiarise themselves in detail with the crisis action plan and the official statement. Try and act out scenarios of possible consequences, responses and more to test people's preparation.

To conclude, I would like to stress again - don't underestimate the likelihood that your organisation will fall into a communications crisis. If you don't prepare, the consequences can be severe and catching up can cost you years of business development! This is true for your business in general, as well as specifically for your social media reputation.

However, with a good crisis plan, proper training and preparation, you can avoid a social media communication disaster!

Our team is available for consultations on any social media related issues. Do not hesitate to contact us. Call, email, ask, we'll answer: 024112656, office@proper.media

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