Social media is about buzz and conversations, so crisis can take place quickly. Brands likeGap have already experienced that among some other brands as well. ¿What to do in order to face eventual pre-crisis or negative conversations?
One of the most important things in order to prevent bad buzz and crisis is just to get ready and be proactive. Work hard in a “Social Media Comment Response Protocol” definition. This document should have the format of workflow and be simple but effective.
How to define your social media response protocol?
– Determine the type of online conversations (Positive comments, Misguided, Trolls, etc.)
– Define actions (including default message) for every possible reactions coming users.
– Describe these actions on both scenarios… Yes or Not.
– Don’t try to act for every single little reactions. Think about let some conversations be.
– Evaluate in a scale of alert level the importance of each reaction. If the reaction achieves the highest alert level, you should inform your client.
– Don’t forget to act on positive mentions as well. For example, thanking the user personally or activating this conversation.
– Include some points about the approach we should follow to response. For example, transparency, influence,, etc.
– You can make it as complicated as you want, but brevity is clarity…
Source: Shaun Holloway
I’m sure most of you are not implementing this kind of process. Clients are demanding this the more and more. So, my advice… Work on it from today…
UPDATED 10/02/11: The original graph was built for the blogger relationship management of US Air Force (Link), So this is not original.