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It's every marketers worst nightmare: negative comments posted about you online! But each type of negative post calls for a different approach - use this Social Media Crisis Plan flowchart to help you determine how you are best to proceed. For more information see: http://www.xplore.net/web_smart/index.htm?articleId=384
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If you would like assistance developing a Social Media strategy for your business, or would like to know more about Social Media,
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Social Media Crisis Plan
DISCOVERY:
EVALUATE:
RESPOND:
RESPONSE CONSIDERATIONS:Transparency
Disclose your connection with the
business you work for.
SourcingWhere possible, cite
facts and your sources (by including links,
video, images or other references).
TimelinessTake time to create
good, measured responses - don’t rush.
Equally, don’t procrastinate.
ToneRespond in a tone that reflects your
businesses branding/marketing.
InfluenceFocus on replying to those sites that
most relate to your industry (are most likely to influence your target
market) and/or those individuals with the most “social wealth”.
..................................................................................................................................................................................................................................................................................................................
NO
NO
NO
NO
NO
“Trolls?” Is this site/person’s profile
dedicated to attacking and/or disregarding others?
“Rager?” Is the posting a rant, rage, joke
or satirical in nature?
“Misguided?" Are there falsities stated about your business in the posting?
“Unhappy Customer?"Is the posting a result of a
negative experience with your business?
Acknowledgement You can concur with the post and/or
provide a positive review OR let it stand. Do you wish to respond?
Let Stand/Monitor
Let the post stand – no response required. Although monitor it to
ensure others don’t post comments that you do
need to respond to.
Monitor Only Avoid responding to specific posts, monitor the person/site for relevant
information and comments. Engaging a “troll” or “rager” will
only spur further negative postings.
Fix the Facts First, wait to see if others correct
the poster on your behalf (it’s better to come from their peers than you).
If no one else corrects them: Do you wish to respond publically, with factual information (e.g. on a social networking site, forum, blog, etc)?
See Response Considerations.
YES
Restoration Research the issue (quickly) to
ensure you have the facts relating that customer. Do you wish to
rectify the situation and publically act upon a reasonable solution? See Response Considerations.
Final EvaluationWould you like to respond? Write response for current
circumstances only.
Share your successDo you wish to proactively share
your story/the post? Refer to response considerations
NO
Online Post Someone has discovered a post about your business online.
Is it positive and/or balanced?
YES
YES
YES
YESYES
YES
YES
YES
