How to manage a crisis in social networks?
At present, social networks have become the new communication mechanism between client and company. When a user has a problem or complaint, they will go to Facebook or Twitter to say it. It is a way of putting pressure on the company, since it will have the obligation to act in a faster way in front of this incidence. Therefore it is important to be prepared and know how to manage a crisis in social networks.
In this post I will explain how to prepare for these situations, which can happen to any company and in any situation. With these 5 steps you will be prepared to manage a crisis in social networks.
Stage 1) Social networks monitoring
The best way to avoid a crisis in social networks is prevention. For this it is important to have controlled social networks at all times, in order to be aware of any comments. There are a variety of tools to monitor social networks, but I will talk about three:
- Google Alerts: this tool from Google will indicate when a word that interests us is mentioned. In this case we will put the name of our company, user or as we are known. Google will send us a message every time that word is named.
- Hootsuite: with this famous tool we can keep track of everything that interests us in social networks, hashtags, keywords or brands. Be it on Facebook, Twitter or Instagram.
- Tweet Binder: the best option for tracking on Twitter. What gives us compared to the previous one is its usefulness for the monitoring of events and events in real time.
Thanks to these programs we will be updated with everything that happens on social networks, either directly or indirectly. If there is negative information about the company, we should move on to the next stage.
Stage 2) problem Identification
At the moment we detect that there is a bad opinion about us or about any of our actions we must do a study. We must identify the person who has expressed that opinion and check if it is expanding through the network. If the criticism has increased and has taken size, it means that we have a real problem. Given this situation it will be necessary to design a report with all the related comments and move on to the next stage to manage a crisis in social networks.
In the image I show below you can see how the Hawkers brand has made a serious mistake. Trying to make a joke with a very delicate subject. The consequence is quite serious, the loss of a good image for the brand and surely the Mexican public.
Stage 3) Crisis management
In this third stage to manage a crisis in social networks is important one thing, never answer hot. As much as the comments are annoying and we are shocked, responding hot will only bring more problems. The best thing is to calm down and start the crisis protocol.
First of all, we must do is to see if we have really made a mistake. In the event that this is the case, that we have made a misplaced comment or a poorly prepared event, there is only one solution, to recognize that error. We must apologize and try something in return. For example, if an attendee at an event was not satisfied or felt cheated, we can offer you a free ticket for the next event.
In the event that the fault is not ours, we will have to work harder to find a solution to that problem. In the next stage to manage a crisis in social networks we will see how a crisis protocol is executed.
In the following image you can see how the airline AirEuropa has managed this crisis very badly. It does not seem that he has contacted that person, and many are interested in the outcome of it.
Stage 4) Final execution of the crisis protocol in social networks
This section defines the solution and the message that must be communicated. Depending on the size of the crisis, it must be communicated in all the channels in which the company has a presence, not only in the channel where the problem originated. It will be necessary to indicate it in all the social networks, in the web page, and in the newspapers.
If we see that the problem comes from a single person, the best solution is to try to solve the problem privately. In the event that there are more people involved, the management should be of a more public nature.
Stage 5) Follow-up
The follow-up will be the last stage to manage a crisis in social networks. Once the problem has been solved, you should check if it has reached everyone and if you forget the subject. This stage is just as important as the rest. We must be clear that if there has been a problem, it is likely that someone will remove it in the future to harm the company.
Sometimes it is difficult to know how to react to certain comments. Knowing if you must answer to all, only to the negative, only to the serious … is complicated. That is why I leave below a very useful infographic for this type of doubt. Surely you can get a lot out of it!
With these 5 steps I am sure that you can correctly manage a crisis in social networks. Soon I will do another article in which I will talk about the different levels that a crisis in social networks can have. Since it is not the same as the critical voice is a “normal person” to be an influencer with millions of followers.
See you in the next article!