Are you wondering what you should do if you or a colleague makes an embarrassing public mistake?
To learn how to handle a social media crisis, I interview Gini Dietrich for this episode of the Social Media Marketing podcast.
More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner.
It’s designed to help busy marketers and business owners discover what works with social media marketing.
The show format is on-demand talk radio (also known as podcasting).
In this episode, I interview Gini Dietrich, author of the brand-new book, Spin Sucks: Communication and Reputation Management in the Digital Age, and founder of the blog Spin Sucks. She runs Arment Dietrich, a PR agency.
Gini shares common mistakes businesses make when facing a crisis, and the best ways to deal with these situations when they happen.
You’ll discover the first steps you need to take, how to handle the situation throughout and when to seek legal advice.
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Does your brand have a crisis response plan in place?
Do you know what tactics to use to defend your reputation online?
In this article, you’ll discover three examples of reputation crisis response and seven steps for defending your own reputation online.
Why Reputation Matters
A global survey by Deloitte ranks reputation as executives’ top strategic risk. The study found most reputation management programs don’t support their business strategy well.
It’s important to understand the way online conversations roll out.
Here are some key factors to consider:
- Anyone’s voice in social media can be heard.
- Companies can have more difficulties than individuals in avoiding bad news.
- Due to online social and web search, kindred spirits can easily become aware of others who share their criticisms.
- Bad news travels faster and further than good news.
Keep these factors in mind as we explore three case studies of companies with major reputation management problems and how they handled them.
How Buffer Responded to Crisis
Buffer, the online social media scheduling site, was recently severely hacked.
Buffer became aware of the problem very rapidly and took immediate action to handle the problem. You can see a full account of their actions during the 24 hours immediately following the hack on their blog.
They were quick to inform their customers of the problem and explain what they were doing to fix it before most of their customers were even aware there’d been an attack. Here is just one of the messages they sent via Facebook.
Social media has enabled people to rapidly swarm—creating monsoons that can cause serious damage to your business OR create serious opportunities if you’re ready.
The upside to real time goes way beyond crisis management. Real-time firestorms can create once-in-a-lifetime opportunities for businesses that are prepared and can quickly respond.
Social media policies and guidelines provide your business a framework to carry out your social media strategy and implement your social media tactics. They can also have a direct impact on the success of your social media endeavors.
In this article, I’ll introduce you to social media guidelines for all your employees and your social media management team, and for crisis management and specific platforms. I’ll also take a look at important considerations for big and small businesses.
One of the big promises of social media is that literally anyone can become a celebrity now because of cheap and easy access to social media tools. We all have a shot at our 15 megabytes of fame if we can create compelling content.
But what are the implications for businesses that get serious about social media? Are there hidden dangers lurking for companies whose employees are “too good” with social media? This article will explore five benefits and five threats of celebrity employees.