While researching some crisis management tactics for the restaurant industry, I came across some good information that I think everyone in the class can benefit from. Amy Neumann has 5 steps for crisis management using social media.
In a crisis, these five steps can make things smoother and easier for customers and company alike.
• Stay on top of conversations about your company with simple tools
• Watch for sudden changes in tone and sentiment from positive or neutral to negative
• Set up and monitor keywords related to your business
• Monitor who is talking to you across social media platforms and website comments
• Respond, both individually and more broadly
• Use updates on the same platforms someone talks, and invite them to email you if deeper interaction is needed
• Acknowledge there is a situation
• Keep real-time updates flowing
• Be honest and straightforward with details
• Make sure customers feel heard by replying, directing them to resources for updates
• Answer questions directly
• Be gracious for their feedback, and don’t delete negative comments
• Update social media platforms with outcome, update websites
• Notify the media for additional outreach
• Outline the resolution, what was learned, and how similar situations will be prevented in the future
A good company can shine bright in the face of adversity or crisis. The expectation is not perfection, but real, honest, understanding, helpful behavior during and after a crisis. With a goal to make things right during and after an issue, social media is an ideal tool to make that process as smooth, easy, and fast as possible for both sides.