Crisis management
We hope that we’re never faced with a crisis as a business, and social media can add an extra layer of complication to such a situation. A real-world incident can be amplified by social networks, casting a shadow over everything you say, and customer service issues can smolder and quickly spread through social platforms. At the same time, though, social networks can be a wonderful way to practice transparency, as the best way to fight chaos is with clarity. Buffer, a social sharing app, exemplified this type of response when it was hacked in late 2013. Their blog, and the comments below it, are a testament to the benefits of open communication through social channels.
When thinking about crisis management, all companies should be in one of the following four stages at all times:
Preparation: Understanding risks, building out escalation processes, draft responses, roles and responsibilities, training, etc.
Response and measurement: Responding if necessary, following up, measuring and monitoring reach, volume, etc.
Recovery: Typically consists of more measurement, follow up, case-studies, and knowledge sharing throughout the organization.
Prevention: Analysis of crisis and existing procedures, identification of opportunities for improvement, and acknowledgement of what worked well.
When in crisis mode work to first understand the level of severity, identify potential risks, and escalate accordingly. Work through the crisis by listening intently, showing empathy, transparency, and a willingness to correct whatever wrong had been done. After the fact, examining the impact and pulling insight from the situation can help the organization heal, move forward, and gain traction toward a strong preventative posture.