When it comes to crisis communications, whether online or offline, you should always expect the worse but hope for the best. Be prepared to deal with a social media catastrophe, train your staff to do so, and cross your fingers that you never really have to.
Also, if something goes wrong, try to remember these guidelines.
The art of defusing a social media crisis
Have a plan
This first step is self-explanatory. Your team shouldn’t wait until the first crisis occurs before discussing crisis management.
Make a plan for handling communications during a crisis that covers all possible scenarios. One of the most difficult components of dealing with a crisis is deciding what to do and what to say to the public.
There will be fewer split-second decisions to make if you have already planned out the actions your brand will take in a crisis, how you will convey it to your audience, and who is responsible for what.
Keep in mind that you’re making human to human appeals
When people are looking to you for answers during a crisis, it might be easy to fall back on “brand speak.” When you put on a corporate persona and distance yourself from the circumstance, confronting the public becomes less intimidating.
But that’s a bad plan of action.
In times of crisis, it is especially crucial for your brand’s voice on social media to come off as genuine and approachable. Make the situation feel more personal, make an emotional plea, and show some personality.
If you can get people to feel sympathy for your brand, it will be easier to handle the current problem.
Report progress often
Another step towards regaining your audience’s confidence is to demonstrate that you’re serious about fixing whatever issue caused this whole affair to begin with.
Maintain active communication during an emergency on all of the platforms where your clients are likely to be looking for you, including social media and any other properties you control.
During a social media crisis, it is imperative that you cross-post the most vital information your audience need. You should probably spread the word more than once, as this is very useful information. Stop your “regularly scheduled programming” and make sure everyone gets your most critical updates by using a scheduling tool during a crisis.
Keep a close eye on social media and react promptly when necessary.
You should also send personalised responses to your audience in addition to providing “full statements” to the whole audience.
Many individuals will try to contact you personally during a crisis, and many more will talk about you in their own social media chats.
You’ll need to track down everything that’s being said, intervene when things get off topic, and field questions from the crowd.
Make room for success.
The manner you handle a social media problem may also go a long way towards winning back your audience’s faith.
How you act, what you say, and what you hold most dear can pave the road for second chances.
Maintain composure and find a solution.
Crisis is never simple. That’s why it’s such an emergency.
But if you’re ready for a social media catastrophe, you won’t have to worry as much. You are prepared for whatever is ahead and have everything else you will need.