But Social Media changes everything, ten years ago, crisis management was defined in a complete different way than how we define it today, and thats because social networks have given the people much more power to judge and review the brands, this is means even a small and local brand can have a big crisis generated in Facebook or Twitter.
This is why one of the most important skills a Social Media Strategist can have it to know how to deal with a crisis, and how to avoid them if possible.
A crisis in Social Media can be generated in two ways:
- Through a mistake:
- Through an unsatisfied customer:
A few months ago, an influencer complained about a brand in my country (Argentina), the CM that took his complain didnt recognized the user as an influencer, so he didnt solve his problem. As a reaction to that, the influencer made the following tweet:
|Please help me ensure #XXXXsucks gets to top tweet.|
Crisis are out there, they are waiting to happen, and if we dont know how to deal with them, they can destroy our brands reputation (and our jobs), I believe a lot of CMs out there dont have a clue on how to deal with a crisis, we focus so much on learning copy writing, and content generation, and stuff like that, that we forget our main job: to ensure the brands reputation will not be harm.
A crisis in Social Media can provoke a brand to go bankrupt, people could stop buying your products, your negative image can go sky high, this is not a joke.
Have you studied how to deal with a crisis? Have you ever handled a crisis in one of the accounts you manage?
I manage a small crisis a few weeks ago, I can share my experience with you if you share yours