How to prevent a crisis in social networks
The presence of companies in social networking is something quite positive that we highlight in this great movement?? which has been called Web 2.0. The predominance of Social Media in regard to the presence of brands, customer service and promotional activities opens up a whole universe, and also puts a lot of weight on the shoulders of Community Managers often are not seasoned in the profession. This, together with the visibility that social networks give disgruntled users, and other items that we have to take into account, often generate crisis in social networks that have to be addressed immediately.
Last year, we presented a guide JJ crisis management in social networks is not wasted and that we can come in handy. This guide comes handy when we are going through a crisis, but when it comes to raise a social networking plan to present to a client, we always have to keep in mind that prevention methods do not happen. Very carefully, we can avoid a crisis in social networks. Of course, it is up to us, as administrators of the accounts, but also of our customer, our users , and more. So today we are going to present a guide to crisis prevention in social networks, so we know how to act even before things happen.
The crisis in social networks can be generated by many things, but sometimes happen for something we say. Therefore, our publications on channels like Facebook and Twitter have to be largely planned to avoid disappointment. For example, when we promote a product not yet released to the country, or when we make mention of a promotion that has not yet started, among other things. The best way to avoid a small scandal like this is through the careful planning of publications , we always give a tip but unfortunately many brands do not follow.
The best way to plan is a weekly, not to stay with updates “old” users already know, while avoiding being monotonous and establishing a daily amount of publications. In addition, we need to establish in advance what our customer representatives have to submit, so when we receive approval, we know that everything is correct. Now, it may not be enough to have a weekly schedule, and we have to be more on top of things than usual. It may also happen that, despite much planning, crisis just happen. But, at least, is an effective way to prevent it.
In addition to the weekly schedule, we have to be aware of the things that come out every day. Therefore, it is advisable to do a daily review of all things that we will publish in a day, to see if we need to contact the customer again-but without being annoying, to confirm. In addition to save a bad shot with publications that may no longer be suitable for a given day, we can correct mistakes we have made during planning. Suppose we make a posting related to a sunny day, but against all odds, in the middle of summer, we have a storm. For this we have to look and think before scheduling and publishing.
In addition to correcting errors, the daily review of literature gives us other opportunities, such as to exploit a trending topic, or find funny and current content to share with our users, upon customer approval. For example, when the anniversary of a song that can be shared with followers. It also raises some interesting action, so the daily review should be one of our first tasks during the day, before you start posting. Again, in the same way that the planning does not ensure 100 percent we will not have a crisis, but it is a control mechanism at least on our part.
Another question to consider: are we doing what competitors are doing? How they handle their crisis? Sometimes, both in terms of competition as partners, we employed a crisis can hit us just by association. Therefore, it is important that we have control over the things that are our competitors doing in social networks, not only because it is a requirement of the job , in many cases, but also because it is an important learning tool. Users often take advantage of Social Media crisis in large scale to hit all the brands which are not compliant.
So even though we do not see directly affected by a crisis of another brand, we have to consider it. This can be checked daily, before starting publications, also because we can save to a publication at a delicate time we finished generating a negative feedback with our followers. As always, pay attention to what is going to save us from being caught in a massive crisis. Although we can not control that users also complain of us decide if the opportunity arises.
Another way to know if we are about to run into a massive crisis in our social networks is through the feeling of our users. For example, just the other day analyzing Social Viralheat Sentiment , a tool that lets us know if we are having positive comments, negative and neutral on our Facebook and Twitter account, among others. It is the only tool we have at hand to know what state of mind is our community, and this is critical to avoid publications that are too sensitive.
In addition to the tools, we can use our experience as community managers of a particular brand. One of our first tasks every day should be answering the questions and comments that we have stopped our users, so that by the time we finish doing this and know what they are or what mood states have our fans feeling before screwing with a publication that could be avoided. The knowledge that one of their own community is essential to avoid a crisis.
We must have a fluid contact with our customer, and make him understand that it is important that we respond when we need it. Therefore, we need not limit ourselves to email: today we have several different forms of communication, and when we detect a situation that can lead to a crisis in social networks, they have to be the first to be informed. So if we do not respond to e have to be able to call, send a text message, a message for WhatsApp, or any other way that we have established.
This is critical because the client may have other means to solve the problem and cut the crisis in the bud. For example, can take the form of direct communication with the user being a problem to provide a solution. Generally, these solutions are not available to the Community Manager but are realities for people who are in a higher echelon of the company. In addition, some solutions require significant approvals we can not achieve on our own. Thus, having a fluid contact with the customer is essential to prevent crises in social networks.
We close this post with some observations. As you may have guessed, prevent a crisis in social networks is not easy and sometimes, despite all our efforts, we may end up having it well. It is often assumed that these problems are generated by the Community Managers, and although we will admit that there are many roles to be managed by employees who either have nothing to do with social networking, or do not have enough experience to handle the flow comments that may have a mass consumer brand, the responsibility is on the other side.
If we community managers, it is true, there is a high possibility of being “blamed” for a crisis in social networks. But if we establish a contingency plan to have all our bases covered, we should not have a problem. The crisis in social networks can be managed with a customer contact that is responsible for giving us direction on how to proceed, then we will have to keep our users happy, and always showing the face, without establishing radio silence will simply matters worse.Tags: Community Manager, Crisis Management