 |
| Social Media in a crisis |
I believe that leaders, all
leaders need to have a visionary mind. They need to tactfully, analyse where
they are, where they are going and show people how to get there. This is
without missing to plan for everything. I mean everything: the good and the
bad.
The time Kenya Airways,
reported of its glass shattering 26.5 billion loss: Kenyans held their breath.
The moment suggestions started hitting the airwaves, with Chris Kirubi calling
on all Kenyans to part with their monies to save the national carrier; we had
to release our breath. Really, I thought. The country must have missed the
picture. The national carrier was in the middle of a financial crisis, same to
Mumias sugar. An issue that could very well, dictate the end game of the two
brands.
What then? The leader who took
time to plan for such a case, contributed to the well-being of his
stakeholders. He deserves a medal of honour for his patriotic as well as visionary
gesture. The leader, who thought it unnecessary, jeopardized a whole brand. But
not to worry. There is a lesson to be learnt in every misfortune. In this
particular one: to be forewarned is to be forearmed. This saying helps to
prepare beforehand.
However, in the event that you
find yourself in the midst of it all, what tactic should be employed? First, capitalize
on social media. This is an avenue stakeholder have known to use when venting
out when things go awry. With that in mind, here is social media checklist that
you need to have for your crisis communication plan.
Criticism: Do not censor criticism on your social media accounts unless it goes
against your stated company guidelines. This is a difficult concept for
organizations to get accustomed to in the age of social media. If your remove
the offending comments, you might just get more and harsher comments.
Tone: When responding, be personal, polite, and professional. Never
respond in a dismissive or impolite manner. It will only add fuel to the fire. Social
media is not the space for corporate tone.
Order: Many organizations are afraid to stand up for themselves on social
media. It is OK to bring order to the organization’s online space, which will
allow concerns to be addressed.
Listen: Before you speak, listen. Try to understand what the negative commenter
wants. What is he driving at? Respond directly to the person, when possible.
Respond publicly and have an open conversation or acknowledge the concern and
then take it offline. How an organization handles a particular situation
depends on the factors involved.
Channel: Different social media channels have unique tones because they
target different audiences. Each channel needs to communicate the same message,
but that message needs to conform to the style of a particular channel. What
works in a media release, on a website or in a brochure will not necessarily
work on Twitter or Facebook. Know what works and try to make it use it.
Update: Websites and social media platforms need to be updated 24/7.
During a crisis, people will be expecting current information. They will be
expecting interaction on social media platforms. Have someone, or better yet be
there at all times to give timely feedback. Remember the aim is to communicate
and manage the crisis.
None of us wants to be in the middle of a crisis. However,
suppose we find ourselves in one, Ann Marie van den Hurk, principal of Mind The
Gap Public Relations, lists six recommendations for integrating social media
into every crisis scenario your brand or client might face.
0 comments:
Post a Comment