Four Steps to Preventing a Social Media Crisis

Four Steps to Preventing a Social Media Crisis

The Community Manager must keep the antennas in constant alert despite all the amount of existing software to monitor social networks. Recall that social networks rely on a real interaction and the tide of tweets and comments have their origin in real events.

Therefore, it is necessary to be prepared before the crises that can be registered and that in some cases may be unavoidable, which can range from theft of accounts, to a fact detrimental to the company (bad customer service or an accident with damages to third parties).
A crisis in Social Media can not only cause us problems of image or brand, but also attacks computer, legal problems and a negative history that can take a lot of time to clean.
Therefore, every Community manager should be aware and for this I initially propose four strategies.

1.- Have a vulnerability audit.
Check your passwords, check the security measures you have on your social networks, but also predict when you could be more vulnerable in social networks, and if you run out of tones to send a tweet in an emergency? Is your laptop battery or your phone bad? Sometimes thinking about a kind of wifi-satellite is not the most crazy. Nor is it crazy to carry two mobiles contracted with plans of different telephone companies.
It says Murphy’s Law: “If something can go wrong, it will go wrong.”

2.- Carry out drills.
The companies carry out earthquake drills, fires and try what they would do in case something happened in similar cases.
In Social Media, one way to start is through brainstorming: What if …? If you have already carried out a vulnerability audit, you could start with those weaknesses detected.
Abound in all the possibilities and agótalas in a calendar of simulacra that will benefit to your team of Social Media. He even elaborates hypothetical practical cases: How to respond to a massive attack by one or another problem? How to respond in the most effective and quick way if X thing happens? How could you be able to respond in networks as quickly as possible in an emergency situation? What do we do if they hack our account? What do I do if I lose my mobile with the company’s social media accounts? What if the troll appears? Etc etc

3.- Make a plan of action.
We could put this point before the simulacra, but the great advantage of the simulacra is that they will allow us to analyze hypothetical situations and to elaborate plans from them.
Many companies have manuals for different areas. It would not be too much a manual on what to do in case …

4.- Take advantage of the crisis.
If you planned enough and worked on drills, you will not worry about how you can get around the problem, but how you can take advantage of it. That is the best and that will make you the king of the CM.
Why? Well, social media users are usually very critical (well, we usually like to complain more than praise, seem to be a fundamental ingredient of human nature), so a problem can generate tremendous traffic to our site and social networks.
So … if you already have the world looking at you, the best thing you can do is to captivate it.
Think about how you could reverse a crisis into an opportunity and have projections about it.
But it is also good to recapitulate about the problems we have had and analyze the Social Media team: What did we learn from the situation? What do not we foresee in the simulations or what we do not leave written in the manuals?

Do you have any idea to enrich this contribution? What other prevention measures would you bring?


Date: 17-Aug-2013