How to Survive a Social media Crisis
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How to Survive a Social media Crisis
- 1. How to survive a Social Media Crisis Folke Lemaitre Founder & CEO http://twitter.com/folke
- 2. What is Engagor? All-in-one social media monitoring, Enterprise analytics and management tool B2C Monitor your brand across the web Talk with your customers on any social network Measure your results Create detailed Social Media reports Powerful, yet easy to use
- 3. Billions of conversations each day Consumers use social media every day. Do You?
- 4. The Social Consumer is king
- 5. How do you talk to a king? • Do your homework learn, learn, learn! 1. Build your personal Social Identity 2. Prepare for war 3. Survive a war 4. Adapt your strategy
- 6. Get started with Social Media • Create a personal Twitter account – Follow influential people – Gather a following – Talk – Tweet often, but don’t overdo it • Understand Social Media dynamics Now you’re ready to get started on that social media crisis plan
- 7. How do you talk to a king? • As a Guru?
- 8. How do you talk to a king? • Vanity metrics are fun, but not a goal • Treat others as your equal • Remember that you are not the King
- 9. How do you talk to a king? SOCIAL MEDIA… OM NOM NOM * BEEEEEP TWEEEEEET
- 10. How do you talk to a king? SOCIAL MEDIA… OM NOM NOM * BEEEEEP TWEEEEEET • Automation is great! But keep the human touch • Never send automatic messages • Answer to people
- 11. How do you talk to a king? Be Human Be Personal Be Professional
- 12. Prepare for War
- 13. Be Prepared • Crisis can strike any time – During the day if you’re lucky – During the night, weekend if you’re not so lucky • When crisis strikes you better be prepared – This is not the time to start thinking about a social media crisis plan
- 14. Start Listening • Monitor your brand, competitors, industry • Monitor key people in your company, including yourself • Monitor generic list of negative keywords – For example: mentions of “health claim” in Belgium (for Consumer Goods)
- 15. Get to know your audience
- 16. Get to know your audience
- 17. Get to know your audience
- 18. Get to know your audience
- 19. Get to know your audience
- 20. Get to know your audience
- 21. Detect early: negative mentions from influencers on Twitter
- 22. Detect early: Surge in negativity
- 23. Detect early: surge in mentions
- 24. Prepare when you know a crisis will hit • Setup very broad keyword topics – For example, if you expect a mass layoff • Use saved searches for further filtering
- 25. Prepare for quick response • Setup Quick Searches – List of influencers – Sort incoming mentions by authority – Filter on most pending issues first –… • Setup a crisis response team for afterhours
- 26. Surviving a War
- 27. Admit there is a problem • Admit there’s an issue (don’t wait too long) on your website or blog on your social channels
- 28. • Keep your calm at all times • Answer correctly • Don’t be harsh BUT: don’t feed the trolls
- 29. Update regularly, even when there are no updates No news Bad news Bad news Good news Good news No news • Don’t leave your customers in the dark • Be as transparent as possible
- 30. Be Responsive • Answer as much and as fast as possible • Prioritize on influencers, key issues, … • DON’T delete/hide posts on Facebook • Communicate beyond Facebook & Twitter
- 33. Learn and Adapt • Adapt your strategy • Be even better prepared • How can we do better next time?
- 34. • Consumer is King TL;DR • • Understand Social Media dynamics Start listening and be prepared • Be transparent and responsive • Learn from your mistakes • Start your free Engagor trial today! ;-) folke@engagor.com http://twitter.com/folke
- 35. Why 200+ customers worldwide choose Engagor 200+ customers worldwide