What is a communication crisis? Why are social networks important? What can we do on social networks to save ourselves from a communication disaster?
| SCENARIOS 1
You are the general manager of a courier company. Your car gets into an accident. There are victims, orders are delayed. The circumstances are not clarified, your employees take the opportunity and strike for newer cars and a shorter working day. |
SCENARIOS 2
You own a small neighbourhood restaurant. The waiter today took an "Arianna" instead of a regular customer's ayran and didn't admit his mistake. Instead, he blamed her for not expressing herself clearly. She is pregnant and is determined to seek justice by any means possible. |
These are two examples of communication crises. They are different enough from each other to give you an idea of the variety of situations that we need to treat with the care and urgency of a crisis. Despite the differences, however, these two crises share one important feature. Both can drive your organization into bankruptcy.
What is a crisis and who is at risk?
Generally speaking, a communication crisis is an unforeseen situation that takes an organization out of its daily rhythm. At best, there is only a threat to the image of the organisation, but often there is also a threat to the safety and health of people. Remember, people are the first concern if there is a threat to them!
Why are social networks important?
Social networks are the place and the way for people to give and receive information lightning fast. The bad news is that this amplifies the effect and further accelerates the communication crisis. The good news is that Your appropriate behaviour on social networks can limit the negative effects of the crisis just as fast.
In a crisis of societal importance and magnitude, people look first to social media for information. Just think, how did you learn about the last earthquake? Identical is the case with accidents and other tragedies. >> The example of the courier company.
As consumers, social networks give us the opportunity to give a recommendation or share our frustration with a product or service with many people at once. Fortunately or unfortunately, more often people complain on social networks, warn their friends about unfair traders and suppliers, about dangerous products, about bad treatment. >> The example of the neighbourhood restaurant.
WHAT WE CAN DO PREVENTIVELY:
Take care of your social media image.
This requires constant, daily work.
You don't have to post unique content every day - it takes a team! It is enough: make sure your page looks professional; share information related to your company at least once a week; occasionally share news about your business; answer questions and comments daily. Read more about how to take care of your page here: http://goo.gl/gjvpsX
Why?
A well-maintained Facebook page (or channel on another social network: Instagram, Twitter, YouTube, Pinterest ) can become a lifeship for your business when a crisis hits.
It is very simple.
The followers of your social media channel are a small (or large) community that is united by at least one common characteristic: interest in your organisation or product. If you take good care of this community, it probably includes your employees, their (and your) relatives and loved ones, your customers, partners, and people who are not yet your customers but are watching you because you look cute (for example). If you really take good care of your image in front of these people, then they are already your ambassadors. In times of crisis, your ambassadors, including and especially on social media, are your most valuable asset!
The power of people on social networks is even greater when it is reversed. If you don't respond to messages, if you ignore your followers and behave arrogantly, if you look unprofessional or just plain ridiculous, rest assured that the people around you are just waiting for one wrong move to take out all their anger on you and your organization! And this is not an exaggeration.
And more: search engines love social networks
Another huge benefit of a well-maintained social media channel is related to search engines. A lot of people will look for information directly on Facebook or Twitter during a crisis, but Google remains the primary and first destination for the majority. This is especially true for people who don't know your brand well, as well as when the crisis is relevant to a larger part of society.
Well-maintained social media channels help with search engine optimization. That way, when someone types your company name into Google, your Facebook page or Twitter feed will show up on the first page of results and people can get information directly from you. Your job is just to make sure you post that information as soon as possible when the crisis arises.
And one more thing you can do preventively: talk about the possibility of a crisis and prepare an action plan!
Take 1 hour with a white sheet of paper and a pencil. Alone or with a trusted team. Think about the possible crises that threaten your organization. If you run a hospital facility, you've probably already imagined losing a patient to an employee's fault. If you're the manager of a gas station, you've probably had a nightmare where something in your facility explodes. Or if you're a jeweler, perhaps your heart clenches as you imagine an important client's bracelet breaking before she's even left the studio.
List possible situations that put your organisation at risk. If there are many, group them into categories to make your job easier and help you imagine possible solutions.
How to use social networks when the communication crisis is already a fact?
This question will be answered in the next article on this topic. Stay tuned for a sample plan in a few simple steps for this how to react on social networks when a communication crisis occurs.
In the meantime, our team is available for consultation 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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