Managing a Crisis with Social Media
Are you prepared to respond to a crisis on social media? Having a crisis management plan can help you bounce back faster and rebuild your reputation.
Whether you’re responding to a product recall, a customer data breach or other crisis that puts your reputation at risk, it’s important to act quickly. It may be impossible to stop a negative event from blowing up, but you can be ready to enact your crisis management plan. The key is to focus on your company’s core values and make sure your messaging reflects those values. Learn tips on using social media in a crisis scenario:
Draft customizable crisis messages. In the middle of an emergency, it’s easy to slip up when it comes to crafting a carefully worded message. But if you take the time to draft messages preemptively, you have a basic outline to refer to in case of emergency. You likely won’t use these messages word-for-word, but they can be a great starting point for nailing your tone and voice.
Respond immediately. Allowing negative opinions and news to spread without an immediate response from your team lets a negative public perception take hold. Respond to negative stories as soon as you can to clarify parts of the narrative or quell individual frustration. Hire team members to keep a watchful eye on social media channels or invest in monitoring software to be alerted to negative mentions.
Put out small fires. If there are isolated inflammatory comments or replies to your posts, you should consider if it’s worth either blocking the user or messaging them privately. These options generally work best if your team has already attempted to quell the issue in public comments to no avail.
Be transparent. Don’t create a false narrative that attempts to put your business in a more favorable light. The truth will come out eventually, and any attempts to mask the truth can be even worse than the crisis itself. Make your messages honest and transparent from the outset of your communication.
Show empathy and understanding. It’s important to stay calm in response to a crisis and show that you care about those affected. All messaging related to a negative event should be formal, polite and sensitive. Imagine your messaging being quoted on the nightly news. If you wouldn’t want a message broadcast to everyone, you may want to rethink your message.
Keep Moving Forward
When your business faces a crisis that harms your reputation, it helps to have flexible solutions to keep your business running smoothly. Amegy Bank is here to help you keep moving forward with confidence. Explore more crisis management resources in our toolkit for business continuity planning.