SOCIAL MEDIA CRISIS MANAGEMENT 101
What is a social media crisis, and how can your business manage them effectively?
Let Adssential Marketing show you how in times of crisis you can still manage and engage your audience properly!
Social Media Crisis
With the convenience of the Internet, information has become a very accessible commodity in the recent times especially on social media where every person has a voice behind a screen. Even more so in this current digital landscape with the COVID-19 pandemic looming in the background, businesses must tread carefully with their content!
When a business crafts a marketing message for their audience, you cannot please everybody.
While your marketing message appeals to your target audience, it is bound to ruffle some feathers with those skirting around the borders.
It is imperative that businesses tackle such negativity and backlash with professionalism and efficiency to reduce any impact to your brand image.
How A Social Media Crisis Occur?
Insensitivity or offensive captions and comments
It is true that words cut deeper than a knife, while the blade can harm one physically; the damage done is usually temporal. Words however, if strung together with the wrong intentions; can often leave long-term negative repercussions.
While you create content that may be beneficial to your audience and your brand, you may tend to overlook everyone else who may not fall within your crosshairs.
As such, the content you create is not going to fly with everybody and in some cases may be deemed insensitive or offensive even.
In recent times, a local actress turned social media influencer got herself caught into a similar snafu.
What she thought was a call for help to support local home-based business (HBB) instead generated backlash that left her trending on the Twittersphere as a ‘snitch’.
Image courtesy of: Mothership
Product or Service Fails
It is not uncommon that businesses that may experience a product or service failure which will often result in major backlash by disgruntled users on social media.
Nobody and no business is perfect, but it is imperative that you respond to all backlash in a professional and efficiency manner.
On local shores, Singpost, an islandwide postal service had experience with service failure but they took to social media and addressed the issues as quickly as possible.
Image courtesy of: ChannelNewsAsia
With the recent COVID-19 pandemic, businesses have taken to social media to show their support in the fight against the rampaging influenza that has been tearing through countries.
At Adssential Marketing, while we continue with our social media marketing efforts, we also push forth our support by providing all businesses with digital marketing tools and tips that can help you out!
In times of real-world crises, it is key that we come together in unity to support each other!
How To Manage My Social Media Crisis?
Just like any wound, it is best to not let it fester and rot till its too late.
Responding to the crisis in a timely fashion shows professionalism and that you care for your audience and their feedback.
It is not necessary that you must reply almost immediately, on average 12 hours is a good window to fight a raging social media fire.
Take the time to craft a professional and tasteful response for your audience.
Be In Control
When a social media crisis arises, be sure to take control of all your social media assets.
If you were using a social media publishing service to automate all your posts, regain control and manage all content going out now.
Continuing to let automated posts go out may be a risk and may incur more backlash!
It’s Never Too Late To Apologize
Do not, I repeat, do not half-ass an apology.
If there is a need to address an issue with an apology, think it through clearly and do not rush with the message.
If your audience can take the time and effort to support your products or services, they deserve a well thought through apology that can address the difficulties that they faced during their time engaging your business.
In short, social media crises are unavoidable, especially if your business has high visibility on social media and the Internet.
Just remember to be calm and collected during a crisis and follow the steps above to manage your next social media crisis effectively!