How to develop an effective crisis management framework through social media listening

Crisis management. Let’s be frank, we have all been through some sort of crisis, whether it's major or minor. When bad things happen, companies need to react promptly and undertake the right strategy to talk their way out of a mess and avoid affecting brand image as much as possible. But how many companies do have a framework in place?

It's important to identify the level of crisis, through social media comments, before taking any rectifying course of action, as your customers are the key to a successful business. Often, during a crisis, companies are keen to find out the cause but neglect focusing on effects. A little pre-planning can go a long way. Taking the time to reflect on the needs will better position your company when a crisis hits.

To equip companies to transition through a crisis as smoothly as possible, Isentia has classified the levels of crisis and developed frameworks with potential actions to undertake at each level. The severity of a crisis may differ from country to country, industry to industry. This is based on a generic perspective.

Level 1: General comments

This level of crisis generally focuses on comments around product use, recommendations, certification, pricing, promotion and other related advertising. They usually last for only 48 to 96 hours and have fewer than 51 interactions per day.

Possible action to undertake: Monitor (Reactive and Proactive Approach)

Be reactive to give a clear time commitment to response and give regular updates on the process of enquiries. Be proactive and post regular educational content with clear explanations and expert advice to overcome issues due to customers’ lack of product knowledge.

Level 2: Aesthetics Issues

This covers the appearance and packaging of the product. In general, it lasts for one to two weeks and ranges between 51 to 250 interactions per day.

Possible action to undertake: Activate Brand Loyalists

Identify active people from social media channels during pre-crisis and nurture them to become brand loyalists through incentives and rewards.

Level 3: Product Issues

The highest level of crisis relates directly to consumption of products or experiencing services. It usually lasts for more than a month and has more than 251 interactions a day.

Possible action to undertake: Integrate Customer Engagements

Have a 360 view of customers’ interaction in the social sphere and establish a holistic resolution of the customer issue and react swiftly if the issue erupts again on social media channels.

Find out more on key takeaways, illustrations and examples here by downloading the whitepaper for a deep dive. http://info.isentia.com.sg/whitepapers/how-to-develop-an-effective-crisis-management-framework-through-social-media-listening

 

by Evelyn Kwong
In Insights.

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