Social media has evolved into a strong tool for businesses to interact with their consumers, establish brand loyalty, and drive sales in today's digital world. However, with tremendous power comes great responsibility, and mishandling a social media crisis may have serious ramifications for a brand's reputation and bottom line. In this post, we will look at the dos and don'ts of social media crisis management, as well as real-life instances of businesses that managed crises successfully or poorly.
The Dos:
1. Act swiftly and acknowledge the issue: When a social media crisis occurs, timing is of the importance. Avoiding or ignoring the problem will only make it worse. Recognize the problem and inform your audience that you are aware of it. Communicate in a clear and honest manner.
Example: In 2018, the American fast-food chain Chipotle faced an E. coli outbreak that affected numerous customers. Instead of hiding the issue, Chipotle quickly addressed the situation, closed affected restaurants, and implemented food safety measures. They used social media to keep customers informed about the actions taken, which helped to rebuild trust.
2. Apologize sincerely and take responsibility: A genuine apology might help to diffuse a social media problem. Make no excuses or assign responsibility to others. Taking charge demonstrates that you care about your clients and their worries.
Example: In 2017, United Airlines faced a major crisis when a video of a passenger being forcibly removed from a flight went viral. The CEO of United Airlines issued a sincere apology, taking full responsibility for the incident. Although the damage was significant, the apology helped the airline demonstrate accountability. Read more about this, here.
3. Stay calm and composed: Emotions can run high both inwardly and publicly during a crisis. It is critical that the social media staff and key stakeholders remain calm and focused. Responding to negativity with rage or irritation can only make matters worse.
Example: In 2013, the clothing brand Kenneth Cole made a controversial tweet during the Syrian civil war, using it as a marketing opportunity. The insensitive tweet received widespread backlash. Instead of staying calm and apologizing, the brand's response was defensive, leading to a further deterioration of their reputation.
4. Communicate regularly and provide updates: It is critical to keep your audience updated during the crisis. Provide regular updates on the steps being taken to resolve the problem and the progress being achieved. Timely communication can help avoid the spread of rumors and disinformation.
Example: In 2020, Airbnb faced a significant crisis when the COVID-19 pandemic disrupted travel plans worldwide. The company regularly communicated with hosts and guests, explaining the steps taken to protect their safety and offering refunds and cancellation flexibility. Their consistent communication helped mitigate potential backlash from affected customers.
The Don'ts:
1. Don't delete negative comments: Deleted detrimental comments or criticism might create the impression of censorship. Instead, utilize these remarks as a chance to openly and honestly address issues.
Example: In 2018, the British arm of KFC faced a chicken shortage that forced the temporary closure of many outlets. Angry customers flooded the brand's social media pages with complaints. Some negative comments were deleted, leading to accusations of dishonesty, and aggravating the crisis further.
2. Don't engage in arguments: Engaging in online arguments with customers or stakeholders during a crisis is counterproductive. It can escalate the situation and damage your brand's image.
Example: Elon Musk, Tesla's CEO, got into a heated X debate with a Tesla owner in 2019 about quality issues with the vehicle. The public debate diverted attention away from the main issue, resulting in further unfavorable publicity for the company.
3. Don't make light of the situation: Humor can be a powerful tool in marketing, but it has no place in crisis management. Making light of a serious issue can be perceived as insensitive and disrespectful.
Example: In 2014, DiGiorno Pizza used a trending hashtag about domestic violence to promote its product, not realizing the context of the hashtag. The tweet received backlash, and the brand had to apologize for their inappropriate use of the hashtag.
4. Don't rely on automated responses: Using automated responses during a crisis can come across as impersonal and insincere. Each crisis is unique and requires a thoughtful, human approach.
Example: In 2017, when the bank Wells Fargo faced a scandal involving fraudulent accounts, their initial response relied heavily on automated messages. Customers were frustrated as the responses did not address their specific concerns.
Conclusion:
In the digital age, every organization must learn how to manage social media crises. By adhering to the dos and don'ts outlined in this book, companies may effectively handle crises, safeguard their reputation, and create trust with their audience. The key is to respond quickly, speak honestly, and be accountable. Real-life examples of successful and bad crisis management may give significant insights for any company experiencing a social media disaster. Remember that a well-managed crisis may even be used to build your brand's relationship with customers and stakeholders.
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