As shared in Part 1 of our Corporate Template which talks about Internal Social Media Policy, there is the need for the company to create a comprehensive policy to monitor possible crisis before it occur; prepare appropriate steps to manage or mitigate the damage as well as to response quickly and appropriately both for official statements and subsequent dialogues.
Businesses today are not merely using social networking platforms as media on which to passively post banner advertising, but as a channel with which to interact with potential and existing customers.
Part 2 of the Corporate Template is intended to provide social media marketers with guidelines to monitor, prepare and response to potential crisis arising from external parties on their corporate social media platforms.
Crisis Preparation
Preparing the answers to potential feedbacks
All decision or execution that affects the owned community or general public should be well communicated through all available channels to all staff & general public.
The communication statement should fully answer:
1. What is the decision made?
2. Why the decision?
3. Who will be affected?
4. Where will this decision take place?
5. When will this decision take place?
6. How will this decision be implemented?
An official ‘elevator speech’ should be prepared for all staff so that the message to the owned community & general public will be consistent. A detailed FAQ should also be made available for all staff in direct contact with main stakeholders.
Preparing a crisis team
A team comprising of representatives across the company divisions should be put in place with clear escalation paths to ensure quick & consistent response to a crisis when it happens.
Educating Staff
Staff should be educated on the commitment for 2 working days response turnaround for social media crisis.
Crisis Management on Official Company Social Media Channels
Abusive, racist & political comments posted
The comments will be removed as soon as it was discovered and the fan/follower who posted the comment will be blocked immediately. The company has stated clearly that the company reserve the rights to remove any abusive, racist & political comments posted on its social media channels.
If public enquiry about the comment, the company will explain that the comment was posted by a member of the public and it has been removed. The company need to clarify that it does not endorse the comment and has blocked the fan/follower since.
Negative feedbacks
The company will acknowledge the negative feedbacks on its social media platform by thanking the person who posted the negative feedback and re-assure him / her that the company will give him a response to his feedback within 3 working days.
The department which the negative feedback is targeted will need to act on the negative feedback and furnish the resolution within 2 working days. An official resolution statement containing full detailed information should be drafted within 1 working day and response should be made to same thread under the post to close the feedback loop.
The relevant department will ensure that the promised resolution is being promptly carried out. The company will manage the subsequent conversations to ensure that all communications are aligned with resolution.
It is essential that the company offer full transparency on the issue, have a consistent message and take visible promised action. Any deviation will result in a stronger negative backlash which will be more difficult to manage.
Continue to monitor web conversations after resolution to ensure proper closure of the issue.
Crisis Management on Staff and Related Party Social Media Channels
Abusive, racist & political comments posted
The company will need to clarify when approached on traditional and social media platforms that these irresponsible comments are not endorsed and posted by the company.
The company will assure the general public that investigations will be made & disciplinary actions will be taken. The verdict of the investigation will be made announced subsequently once the investigation is completed.
Negative feedbacks
The company will acknowledge the negative feedbacks on the social media platform by thanking the person who posted the negative feedback and re-assure him / her that the company will give him a response to his feedback within 3 working days.
The department which the negative feedback is targeted will need to act on the negative feedback and furnish the resolution to Branding Team within 2 working days. Branding Team will draft official resolution statement containing full detailed information within 1 working day and response to same thread under the post to close the feedback loop.
The relevant department will ensure that the promised resolution is being promptly carried out. Branding Team will manage the subsequent conversations to ensure that all communications are aligned with resolution.
It is essential that the company offer full transparency on the issue, have a consistent message and take visible promised action. Any deviation will result in a stronger negative backlash which will be more difficult to manage.
Continue to monitor web conversations after resolution to ensure proper closure of the issue.
Crisis Management on Non – Related Party Social Media Channels
Negative feedbacks
The company will acknowledge the negative feedbacks on the social media platform by thanking the person who posted the negative feedback and re-assure him / her that the company will give him a response to his feedback within 3 working days.
The department which the negative feedback is targeted will need to act on the negative feedback and furnish the resolution to Branding Team within 2 working days. Branding Team will draft official resolution statement containing full detailed information within 1 working day and response to same thread under the post to close the feedback loop.
The relevant department will ensure that the promised resolution is being promptly carried out. Branding Team will manage the subsequent conversations to ensure that all communications are aligned with resolution.
It is essential that the company offer full transparency on the issue, have a consistent message and take visible promised action. Any deviation will result in a stronger negative backlash which will be more difficult to manage.
Continue to monitor web conversations after resolution to ensure proper closure of the issue.
Be open to feedbacks
The company should be open to feedbacks be it positive or negative. Staff should not discourage campus community from sharing negative feedbacks on social media platforms.
Effective and timely resolution of negative feedback helps foster stronger trust and relationship between the company and its social media community.
You may also like to check out my posts on other interesting social media topics here.
