Online reputation guide: crisis management in social networks
The vast majority of self-defense teachers say that the best way to win a fight is to avoid it. Avoid conflicts allows an institution to maintain a reputation built over the years. However, Internet has turned the user into an active and constantly commenting on various factors of society, such as the companies that comprise it. In this circumstance, the phenomenon of paracrisis appears and companies must understand that they live in two dimensions: digital and real.
Carlos Trelles, CEO of Axon Marketing & Communications, a marketing and communications agency with a high degree of specialization in content marketing and strategic relationship, explains that in the same way that an organization has a Business Plan or a Marketing Plan, it must also have a crisis plan in social networks.
“Digital communication is a strategic tool for all organizations, large or small. Therefore, to believe that a digital communication manual applies only to large organizations is a common mistake in which most brands fall, which lose a great opportunity to position themselves in the market. In addition, all companies should have protocols and assumptions of key answers to properly manage a crisis in social networks. Remember that brand reputation is built on what it says about itself and what others say about it, “said Carlos Trelles.
Know the 5 key elements that you must take into account in your crisis plan in social networks:
1. Develop a crisis protocol
The first action is naturally prevention. A company must be clear about the responsibilities that each member of the communications team will take in the event of a reputation crisis on the Internet. This will allow a quick and coordinated action against the problem that will prevent the explosion and viralization of negative opinions.
2. Monitor the problem
Once the crisis protocol is in place, we must monitor what has been said about us. This gives us the quality of immediate solution. An alternative is to see the Hashtags that have been formed with respect to our brand. It should be emphasized that not every negative opinion generates a crisis if it is attended to on time.
3. Transparent communication
To try to solve the reputational crises by censoring the users that provide their company’s claims, is to try to put out a fire with wind, you will only propagate the problem. The ideal is to respond to users with kindness and redirect their queries to the corresponding area.
4. Recognize the errors
An inherent characteristic of the human being is the possibility of making mistakes. It is also natural that a company, managed people, makes mistakes. In that situation, the first thing to do is analyze the situation and determine it as an error. Then you can proceed to apologize and immediately compensate for the mistake (through the removal of a product, the elimination of a publication, or a refund to customers, among other actions).
5. Prepare a message box
Marketing 3.0 establishes that a brand identifies with the values of its consumers. The problem is that unfortunately on the Web, not all have the same scale of values. The fact of being defenders of a cause implies confronting its detractors, probably with points of view very different from yours. The ideal is to create a message box to prepare your defense to certain publications.