The modern world includes many, many cameras to capture the performances of people and brands.
“All the world’s a stage…”
Those words are from William Shakespeare’s play, As You Like It, which was probably first performed between 1599 and 1603. That was over 400 years ago, long before the Internet and social media were even conceived. Social media in the 1600s came in the form of handwritten or printed works and live presentations, such as a Shakespeare play.
One interpretation of “all the world’s a stage” is that the world is like a big stage, and people are actors in a really, really big show called life. In the modern world, that stage includes many, many cameras to capture the performances of these people – and brands. Those cameras are carried by almost everyone.
When a brand has a problem, it can become a crisis as the incident can be captured on camera or reported by anyone interested in sharing their views. It could be about anything – for example, a mishandled customer support call recorded by the customer, or a video of a passenger being physically removed from an airplane. Anything a customer can record or comment on – which is everything – could potentially lead to a social crisis.
The latest stats claim almost 3.5 billion people use social media. Platforms such as Facebook, Twitter, YouTube, Instagram and others are what drive viral PR, both good and bad. The best brands know how to properly engage with their customers on these communication channels to drive sales and marketing. The smarter brands are also prepared for any negative stories that may show up on these channels and grow into a PR crisis.
Recently, I connected with Adam Hildreth, CEO of online crisis monitoring firm Crisp, to discuss the best ways a brand – or any organization – should handle a crisis that’s going viral. Specifically, I asked for 10 ways to handle a brand crisis. Here’s what he shared with me, followed by some of my own commentary.
1. Know the value of your brand reputation: Your brand’s reputation is an important asset; know what it’s worth. Hildreth says, “A good chunk of brand value lies in intangible assets, such as how stakeholders perceive you.” Any negative social media content can negatively impact brand perception.
2. Know what could damage your brand safety: Do you know your vulnerabilities? Maybe it’s a safety issue or an employee training issue (usually caused by a lack of training). With all the news about data breaches, perhaps it’s a potential security issue. Know where your vulnerabilities are and do what you can to preemptively prepare for a problem.
3. Explore the worst-case scenarios: Once you know your vulnerabilities, consider the worst possible situation. Hildreth suggests creating an “Impact Chart.” Play out different scenarios and devise responses to them.
4. Map your stakeholders: Who would be impacted by a crisis? This may include employees and customers. Once identified, plan ahead by drafting the messages you will deliver to different people involved or impacted.
5. Define what a crisis is for your brand: What is your definition of a crisis? It’s different for every organization. Review the different scenarios you came up with as you explored your vulnerabilities and worst-case scenarios (Nos. 2 and 3 above). Hildreth suggests looking at these scenarios and deciding at what point the leadership team would need to become part of the response. That is your “crisis point.”
6. Identify your pre-crisis triggers: Sometimes a crisis will be a surprise. It doesn’t take long for several “witnesses” to an event to post their videos to social channels, turning a single moment into a top news story. Other times it is a steady drumbeat of posts that grows into a PR nightmare. Regardless of how it happens, there are often warning signs. If you happen to pick up on a negative comment or story, you must act immediately – before it can blow up into something much larger.
7. Elect your first responders: Who will be contacted first? Know who is the first to be notified. Create a protocol of who and how your “first responders” will be informed.
8. Create your plan: If you’ve followed these steps, you are aware of what could happen, who gets contacted and more. Now it’s time to create a plan. Because this is a plan based on hypotheticals – or maybe past experiences – be prepared to adjust as necessary. According to Crisp and PR News, only 32% of PR professionals say they have a crisis plan that’s continually updated.
9. Invest in 24/7/365 online monitoring: You must monitor what others are saying about your brand and, for that matter, your executives and other key players in the organization. People post at all hours. According to Crisp, when brands experience true social media crises, 69% spread internationally within a day and 28% spread internationally within an hour. Therefore, it’s vital to have continuous monitoring, not just on large social media platforms, but anywhere and everywhere your brand is discussed.
10. React quickly: If you’ve studied and implemented the first nine steps, you’re on your way to being prepared to handle a social media crisis. Of course, even the right response may not be enough, if the crisis is truly bad. But it will help you get a handle on the incident. You must step up with a statement. You must own the situation. Reaction time is paramount to mitigating the impact of a crisis and limiting its exposure.
None of these steps will prevent a crisis from happening in the first place. But they will help you plan your reaction. The proper way to react to and manage a crisis – or even a minor complaint – is to acknowledge the problem, apologize for it, discuss the resolution, take responsibility, and the final, essential step – react quickly.
