Beyond the Numbers:Social Media Crisis Management

Amy LynchCustomer Success Manager

What is a social media crisis?

Be PreparedMonitor, be organized and be ready for an alert

Monitoring

Track keywords around the following:$ Brand name

$ Products

$ Industry trends

$ Possible negative topics

Establish benchmarks$ Daily

$ Weekly

$ Monthly

$ Yearly

Organization

DO:$ Have an internal communications plan

$ Identify clear procedures: what, when, who

$ Make sure it has received full approval

$ Have an experienced, autonomous social media team

DON’T:$ Require approval from several people

$ Waste time

Know when a crisis hits – configure alerts

Weekly As It Happens Threshold

Alerting

Alerting

Configure alerts using Sysomos Gaze to find images that are gaining traction on Instagram

ReactingTiming and smart engagement

A speedy response is imperative

Think about containment

Timing

Timing

Stay organised

• Schedule posts ahead of time

• Have a senior approver

Be honest and transparent

Acknowledge the issue

Keep posting

Show that you are listening

Smart Engagement

Sentiment – is it improving?

Volume – has it started decreasing?

Keep Monitoring

Keywords – how are they changing?

AssessMeasure, discuss, and hone in

Discussion with teams involved

Did the plan work?

Analyze the timelines

Compare benchmarks

Ascertain damage

Keep Monitoring

Respond

AssessImprove

Plan

Thank You

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