Any business, regardless of its size, is likely to have to manage a crisis and protect its online reputation. What is a crisis? It is an event brought UK Phone Number Database List about by an incident that attracts the attention of the media and the public in a negative way for a period of time. ISM Team Share on Facebook Share on Twitter Share on Linkedin The diagonLaurent LE DIAGON, Consultant and trainer in digital and cross-channel marketing at NeuronesETsolutions. He works at ISM on digital marketing issues. Any business, regardless of its size, is likely to have to manage a crisis and protect its online reputation. What is a crisis? It is an event brought about by an incident that attracts the attention of the media and the public in a negative way for a period of time. This crisis can happen at any time.

It is also not uncommon for companies serving the general public to learn that a problem concerns them via social media before even learning about it from their own employees. In all cases, the reputation of the company is involved. What incidents could it be? An incident with customers: 1 The crash on landing of a plane in San Francisco, fortunately victimless but announced less than 30 seconds later on Twitter by a passenger. A problem with a product: 2 The software for faking the results of pollution tests installed on vehicles of the Volkswagen group. An operating loss of 4.1 billion euros as of April 28, 2016. Unheard of for twenty years. 3 The use of horse meat to make ready meals with beef.

What Is A Crisis?

The turnover of ready-made meals in France fell by 45% in one week. Bad behavior on the part of employees: 4 At Domino’s pizza, an employee boasts, on social media, of putting his boogers in pizzas. 5 The destruction of a mobile of an “unpleasant” customer broadcast live on Periscope. Bad behavior on the part of the company: 6 Acadomia called to order by the CNIL because the leader of home lessons mentions private and sometimes offensive information on the files of its clients and teachers. Unethical practices on the part of suppliers: 7 Greenpeace denouncing the practices of Nestlé’s palm oil suppliers on social media. A crisis that was poorly managed at first and which led to a severe drop in the share price of the agribusiness giant. How does a crisis unfold?

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A crisis is structured in several stages: Occurrence of the incident. Speed ​​of information dissemination. Stupefaction. Questioning on the reasons for the incident. Focus of media and social media on victims. This is where the reputation plays out. Search for those responsible. End of the crisis due to the correction of the dysfunction, the identification of the person (s) responsible, the possible sanction … In crisis management, it is above all anticipation that allows an organization to have the right behaviors and the right reflexes when it finds itself immersed in the whirlwind of events. infographic6 How to prepare for it and how to manage it? Identify the business’s sensitive points and the types of incidents that could arise. Build and train a crisis management team including employees responsible for speaking throughout the year on social media.

A Problem With A Product

Appoint a spokesperson and an alternate. Provide a war room where to meet. Define a procedure to be carried out as soon as the crisis arises and acquire tools (checklist, equipment, telephone, etc.). Set up a social media listening system (monitoring tool) essential to monitor the development of a bad buzz, identify benevolent influencers and especially detractors. Prepare the language elements for the speaking engagements. Periodically carry out simulations (including media training and speaking on social media). Identify the stakeholders to contact: line managers, shareholders, clients, institutions, partners, influencers. In a crisis, assess the severity of the crisis before deciding who to notify and what action to take. For some companies, 10 mentions (tweets or posts) can characterize a crisis. For others, the threshold will be 10,000.

Everything will depend on the ordinary activity of the reactions of the socionauts. To alert. Constantly monitor what is being said and who is saying it (defenders and detractors). Keep a close eye on the magnitude, variations of the buzz, and speed of propagation. Depending on the problem, it will be better to remain silent or on the contrary to initiate a dialogue: website and blog of the company or the CEO for formal statements, Facebook page or Twitter account for dialogue with the customer relationship department, Youtube to demonstrate, prove, convey emotions. Respond quickly with transparency and empathy. Say what you know and do what you say. When the crisis is over, analyze the course of events, evaluate and draw lessons for possible improvements.

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