By Ioana and Raluca
What to do when they shout at you? Shout back or just crawl into a dark corner and wait for the storm to simply go away? Or, perhaps, ignore them into silence. Dealing with critics when they don’t really have a point, but they are desperately trying to make one is a delicate matter. Whatever you do, it might come back and bite you in the rear end, especially in cases where an individual, THE customer, stands up to an organization, THE company. The David in this story may very well hurt Goliath unless said Mr. G puts some clever icing on the cake it is about to respectfully throw into the little guy’s face.
Do we hear a daring “Pictures or it never happened?”. Pictures and articles you’ve got! We’re discussing today about social media crisis management with some examples that we’ve recently stumbled upon.
I: Kim’s hubby, Kanye made a tweet booboo. Everyone’s been raving about his attack on Zappos, consisting of a reference to a matter which, when hitting the fan, means big, big trouble. The company responded in a very clever manner, namely taking Kanye’s words literally. Yes, we do sell what you said, and there’s a nice irony-laden product page to prove it. To me, that’s a magnificently bold way of halting the shameful matter’s course towards the fan. When you’re right, dare to fight back the clever way, that’s their lesson to me.
R: When companies choose to have a presence in the social sphere they also have to be prepared for possible challenges from any Twitter/Facebook user. Let’s not forget about the guy who used promoted tweets to complain about British Airways. Things could easily go wrong when a celebrity like Kanye is involved – what with 10,103,083 followers-, but Zappos turned what looked like a major crisis into an opportunity for conversation and for creating buzz around a clever message.
How can brands cope with a social media crisis? There are a few steps to follow and many of them can also be used in the case of Real time marketing.
- Plan ahead – draw up a crisis management plan and set the task force in charge of managing it ; make sure you develop the right procedures, policies and strategies for your crisis communication.
- Listen- monitor your social channels for mentions and conversations. Make sure you’re using the right tools for the job. Get a real-time, accurate picture of the dynamic of the crisis.
- Act – based on your monitoring results, establish the best strategy and actions to take. Choose the right channel to respond, but don’t hesitate to use a mix of platforms. Most of the times, images and Video will do the trick.
- Stay on top – turn the crisis into your competitive advantage. Your company is already in the lime light, why not use this opportunity to send your message across? Just make sure this message isn’t only clever and creative, but also in tune with fans’ expectations.
- Follow-up – Put together a list of best practices based on the crisis experience. There’s always a good lesson to learn!
We hope you enjoyed our tips and examples and we invite you to share with us your tips and experiences with social media crisis management 🙂
To paraphrase Gloria’s joyful tune “Turn the tweet around/ Want to hear percussion (as in drum rolls, ya’ll!)/Turn that post upside down/Love to hear discussion…
Image courtesy of Michal Marcol/ FreeDigitalPhotos.net