October 17, 2012
Do product makers need a social media crisis response plan?
Social media’s popularity and reach have grown rapidly and exponentially in the last several years. The prospect of a negative incident or situation going viral poses a real reputational risk to product makers, and so, too, to their bottom lines. Accordingly, companies must have a plan in place to deal with social media crises. The plan should achieve several basic aims: provide for effective monitoring of social marketing sites; and ensure a timely initial response and coordinated and consistent ongoing outward communications during the course of the crises. Advance preparation and coordination is key. With whom responsibility for managing crises response lies should be clear and settled. The roles of the various groups within the company, management, marketing, IT, legal, etc., should be clearly defined. Mock crises response drills should be conducted. Companies that fail to take steps to guard against social media crisis needlessly expose themselves to an heightened level of risk.