how to prevent, manage and resolve – WAU
Instabilities are common in all types of business. However, it is possible to make action plans in case the social network of your business is the target of complaints.
Going through moments of crisis is inevitable for any company. However, for businesses that have already transformed themselves digitally, instabilities have taken on a new character: crises on social networks.
In the online world, any type of event can gain great proportions, generating an unwanted buzz for your business.
Preparing for moments like this and understanding how to act when they happen has become essential. In this post, you will learn how to face crises on social networks in a prudent and cautious way.
Before moving on to practice, it is important to recognize what measures can help prevent these situations from happening. Read on and see how to avoid and deal with crises.
Crisis: how to avoid them?
This question does not have an exact answer, since many crises are caused by elements external to your brand and, therefore, are not under your control.
The important thing is to focus on the factors under which your company has control and identify possible points of vulnerability, after all, preparing for these events is the best way to face them.
And what are they?
A basic tip on the topic is to keep your company away from controversial issues. Discussions that do not directly involve your business and / or that add nothing to your audience should be avoided at all costs.
Do not take sides on matters that can damage your company’s image!
In addition, a cohesive strategy on social networks can help prevent crises caused by communication failures.
Therefore, having a defined persona, a team responsible for well-trained and aligned communication are factors that can help to minimize the risk of some disagreement in this field.
Training all your employees to deal with possible crises is also a preventive factor that can help if any unforeseen event occurs.
Think of an emergency situation, everything flows much easier when the people involved already know how to act.
It is also important that your company’s vulnerability points are mapped. In this way, it is possible to prepare documents in the form of an action plan on these issues and to prepare in case something happens in this sense.
Okay, have you taken all the previous precautions and yet a crisis happened? Here’s how to act next.
Dealing with the crisis
The first step is to know how to ensure that the situation faced is really a crisis.
How to identify? Think about the problem in a macro way: how many people are dissatisfied with your business? A group of four dissatisfied people does not constitute a crisis, but a group of 200 does.
You confirmed that your brand is really in crisis, now you need to keep as calm as possible to try to understand how the crisis started.
The issue may have been caused by some internal problem, by some misleading misinformation on the part of your audience or even by a competitor.
The important thing is to trace the source of the problem and understand who were the profiles that first disseminated the information, they must be monitoring points since they were the initial source of the problem.
Bringing together strategic people
After that, you need to bring together two groups of collaborators who are actively going to solve the problem. These people must be chosen strategically in the company to help solve the crisis.
THE first teamtogether, it must draw up a plan ordering priorities for action to combat the crisis. From this it is important prepare an Official Communication. In it, your company will declare itself aware of the problem and inform that it is already looking for solutions.
At this time it is also essential to think about the message tone. It is not interesting to justify yourself excessively, but rather to acknowledge that the problem exists and that your company is seeking to solve it.
Look for ways to compensate the people directly affected by the problem, but be careful not to look like you are trying to “buy” the affected people.
Everything at this point must be done very carefully. An action poorly understood by your audience can intensify the crisis.
One resource that should be used is the establishment of different audiences that your company needs to talk to. Think of different groups that need to understand the reasons for the crisis at different levels.
For example: positioning before company employees needs to be different from the response given to customers or followers of a particular social network. With this understanding, it becomes easier to unify the message and build flawless communication on social networks.
O second group it will basically be the propagators of the message created by the first group. While G1 plans how communication will take place, G2 communicates to people based on the strategy.
In this way, the guidelines will be centered on a specific group of people, which avoids interfering with your message.
If the crisis originated on Facebook, for example, it is interesting to launch the statement first on this channel. And monitor how others are doing. Sometimes, communicating on all platforms with the same language can spread the message that your company wants to curb.
It is essential that at this moment your company freeze any campaigns or disclosures that are running on social networks, as they can increase the impact of the crisis or even give the impression that your brand is indifferent to the situation.
Whenever possible, try to take private conversations with people about the case. It is easier to respond promptly and solve problems in a non-public way. Besides that, a nervous user can infect others out of context.
In addition, it is important to aggressively monitor everything that is said about your brand so that the problem does not take on greater proportions and burst again.
Keywords during the crisis
Common sense: essential to not worsen the situation and to know how to deal adequately with the eventual consequences of the problem.
Plurality of opinions: it is important that all crisis communication is built together (among the people selected for that function). Communiqués must go through each other’s approval to allow speech gaps to be more easily identified.
This enables cohesion in the company’s speeches and helps prevent the crisis from being aggravated by unfortunate or poorly prepared statements.
Monitoring: your company must always be aware of what is being said about it (even in situations that do not constitute a crisis).
Imagine a scenario in which unknown information is directly affecting your company’s reputation? Knowledge is power, so that you can act on a situation you need to understand as much as possible about it.
After the crisis
The stormy moment has passed, now everything is settled right? Not yet!
Once the situation has calmed down it’s time to understand what are the long-term impacts of that problem. Using an analogy, during a fire you first put out the fire and then study what the damage was.
So this is the time to do a thorough study on the consequences that the crisis has had for your brand. As we are talking about social networks, you must be aware to lost of followers, rating of your pages, comments on posts, responses in the private, mentions of your name and everything that touches your content production on these channels.
Social networks are great thermometers to understand what was the damage to the reliability of your brand.
In addition, your company needs a complete understanding of the reasons that led to the crisis. If the mistake was from your company, it is the brand’s duty to prevent it from happening again. Understanding and repairing are important words for recovering from the crisis.
Define your company’s public positioning in the face of questions about the crisis.
How will you respond in an interview, for example, if you ask about what happened? This alignment must be passed on to all company employees.
Going through a stormy moment is expected when a brand increases its visibility. However, it is the way your company handles this situation that will show the public whether they can trust your business or not.
Major crises have already destroyed the reputation of relevant companies. But some brands managed to reverse the crisis in order to leave the unbalanced period almost intact.
Do you know any example of a company that was successful in overcoming a crisis? Comment down here and follow our content on social networks!