How to manage a crisis on social media?

Monitoring, planning, having an action plan and constant follow-up will be the key to facing any digital communication crisis.

All brands with a digital presence are susceptible to a crisis that affects their reputation, and therefore their commercial stability. Today, we increasingly witness how digital platforms have become indispensable exposure tools for any business, as they make it possible to interact with customers and build their loyalty.

According to a recent report by Statista, globally, internet users spend an average of two hours and 27 minutes a day connected to social platforms. This gives companies a great advantage to position their products or services while generating more sales and winning new customers’ loyalty, but it also means being exposed to negative comments that could create a bad image of the company and endanger its positioning and profitability.

In light of this, it is essential to have good planning to carry out a timely crisis strategy. That is why we offer four tips to face this situation in the best way. 

1. Constant monitoring. Reviewing social media permanently will let you know what users think about the brand, what the main doubts, inquiries, complaints or claims they have about the product and/or service are; and offer quick and precise solutions.
2. Be strategic when responding. Trying to understand and be empathetic with users will help produce a better response to their annoyances. It is essential to investigate the origin of the problem to recognize whether their argument has merit and to offer timely attention. With a good strategy and active listening, you can take advantage of these opportunities and turn those users into allies.  
3. Anticipate different scenarios. Reviewing previous scenarios and analyzing customers’ reactions can help anticipate their responses. This will be a great help when formulating a response, since the intention will be better understood and misinterpretations avoided. Remember to always give a fast, direct response, without excuses and offering a viable solution to the problem raised.
4. Have a crisis management team. There is no better way to face a crisis than with a team prepared for it. Working with Digital Marketing professionals, Community Managers, Customer Service and company executives will provide real support. Speaking the same language and being aligned with the crisis manual will be the key to getting through any crisis unscathed.

Today, companies must know how to make the most of social media, but also take on the responsibility that comes with it. A crisis situation can become a problem if there is no good planning, or a great opportunity if you have the right tools and the right people who know how to handle it.