Everyone knows that a social media crisis can damage a brand’s, company’s, or individual’s reputation. And to minimize the potential harm immediate actions must be taken the moment the crisis strikes. But how can you know it is a social media crisis when you see one? Is it when customers start unfollowing your account on Instagram or when they leave negative comments on Facebook? Let’s have a look at the trigger points of a crisis on social media.
- Data: Large and unusual amounts of incoming information on one topic can point towards an incoming crisis. This information can come in the form of comments, reshared by your audience or even have your followers leave a sad face emoji on your post. This is why it is important to look out for comments and feedback that your customers are posting. If you see that the comments are pointing towards one issue, then you need to act quickly as it can turn into a potential crisis. Another way to look out for a crisis is by setting an average incoming volume threshold for your brand, which, if exceeded by a data spike, will send a signal to your team.
- Big Conversations: As a part of the monitoring process, social media managers should keep an eye on growing conversations. Try to find answers to these questions: What is being said? What is the seriousness of the issue? Who is saying it? What is the influence or authority of the person who posts it? How often is it being said? Is the issue becoming increasingly visible or fading away? When is it being said? Is the issue having an impact at a significant time (e.g. new site/product launches)? Where is it being said? Is the issue on a public platform (e.g. Twitter) or a private group or closed vertical social network? A good way to start with is that any online conversation about your brand that sparks more than five comments should be given close attention by your team.
- Real-time alerts: Things move very quickly on social media. By setting up alerts based on keywords, one can detect and manage the crisis in real-time. You can even set up an alert to see what your competition is doing. If you are launching a new product, keeping an eye on those keywords is essential to ensure that the launch goes smoothly. By having an alert system in place you can know what the media says, Prioritize important sources, Keep an eye on your reputation and watch your popularity grow.
- Competitors: By keeping track of your competitor’s activities you can learn to avoid making the same mistakes that they did. With a thorough competitive analysis, you can get to know where your brand stands in comparison to your competitors and what are the areas that need improvement.
We believe that your company’s brand is just as valuable as what you’re selling, so it’s important to monitor your brand reputation online. Being vigilant about monitoring your brand’s social media presence can work wonders when upholding your integrity. An experienced PR agency like Midas-PR can help you monitor your social media networks. Visit our website www.midas-pr.com today for more information or get in touch with us by email.