Social Media for Crisis Management

This week’s topic is risk assessment and crisis management. Oglivy On has an executive guide to social media for crisis management.

First, we need to get a clear view of the five trends in digital crisis management.

·      Everything happens at lightening-speed

·      People demand “hyper-transparency”

·      Dialogue as important as message delivery

·      Search reputation delivers multimedia

·      Brand detractors have the same tools

Second, according to the trends and characteristics stated above, strategies are as follows:

·      Monitor all relevant consumer generated media, not just traditional media

·      When responding to emerging crisis, you may need to react fast- in a matter of hours, not days

·      Have a streamlined approach and a team in place

·      Experience in social media will help you respond fast

·      Be ready to reconcile contradictory business practices

·      Ensure any CSR efforts are sincere, defensible and authentic

·      Inviting customers into a conversation is the most effective way to build goodwill and brand advocates who will support you if crisis hits

·      A system for listening is critical to remaining responsive

·      Listening to consumer generated media is critical