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Sysomos Beyond the Numbers - Social Media Crisis Management
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WHAT YOU’LL LEARN: - Setting up the appropriate monitors and alerts to safeguard against an online crisis taking you by surprise - How you can respond to a crisis to mitigate the impact and prevent its growth - Assessing and measuring the impact of a crisis on your brand
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Sysomos Beyond the Numbers - Social Media Crisis Management
- Beyond the Numbers: Social Media Crisis Management Amy Lynch Customer Success Manager
- What is a social media crisis?
- Be Prepared Monitor, 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
- Reacting Timing 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?
- Assess Measure, 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 • If you’d like a demo of any Sysomos product or need some additional training please contact your account team, check out the in-app support portal, or visit sysomos.com/solutions • Feel free to contact us for follow up questions o Facebook facebook.com/sysomos o Twitter @sysomos o Email community@sysomos.com • Keep a look out for our monthly newsletter to stay informed on our next BTN webinars • Please visit sysomos.com/webinars to sign up for our marketing led webinars
Hinweis der Redaktion
- Hi everyone, and welcome to another edition of the Sysomos Beyond the Numbers Webinar Series! My names is Andrés de Rojas and I’ll be hosting today session, where we’ll talk about Boolean Queries.
- Today we’re going to walk through how to plan for a social media crisis; best practices when responding to a social media crisis, and lastly how to assess and measure the impact of a crisis after the fact. Alongside this discussion we’ll be exploring the features and functionalities of our tools that will best help you during each of these stages. So before we can start looking into planning for a social media crisis, we need to consider what counts as a crisis. The size and scope of a social media crisis will be different for all organizations. But at a basic level it can be summed up as any incident or event, discussed and spread online, which could result in your reputation being at stake. This incident could occur on- or off-line, but it will definitely be discussed online. A great example is outlined above: Lionel Messi, the superstar soccer player, was convicted of tax fraud in Spain. His football club, FC Barcelona, launched a PR campaign (that you can see here) to rally support from their fans, encouraging people to post a picture of themselves like this, with the hashtag #weareallleomessi. As you can see from these tweets and headlines, this backfired pretty badly, with most users rejecting the idea that they would support a multi-millionaire for not paying his taxes. This is a great example of a social media crisis: began on Twitter, spread through their own hashtag, and eventually the issue even made it into national newspapers, with FC Barcelona getting a lot of flack.
- The first step in dealing with a social media crisis is to plan ahead. Without an appropriate social media plan, a crisis can take off and have massive repercussions before your teams have managed to mobilise and deal with it. The main factors in this plan should include setting up monitors, establishing an internal communications plan, and configuring the appropriate alerts so that you are never taken unawares.
- The first requirement in effectively dealing with a crisis is to have permanently established monitors. These can be keyword monitors of your brand name, product names, general industry trends, or any negative terms that could possibly be associated with your organization. It can also help to set up monitors of pertinent sources, such as industry news accounts, industry experts, or vocal advocates and detractors. These will allow you to have constant access to all relevant conversation that could help in a crisis situation. These monitors are also useful in establishing benchmarks. Before you can ascertain when something unusual is going on, you need to know what’s normal or average. Using Heartbeat to track your keywords on an ongoing basis allows you to view the conversations around your organization on a daily, weekly, monthly and eventually yearly basis. This will prove invaluable when it comes to recognizing when there is an unusual peak or spike in these conversations. Benchmarks will also help in identifying when a crisis has passed. If you have an established benchmark or average number of mentions for when things are running smoothly, you will be able to recognize when things have returned to normal after a tumultuous period.
- The second thing you must do when preparing for a social media crisis is to have an internal communications plan. Identify all necessary procedures, decide when to put them in operation, that is, determine what constitutes a crisis for your team and organization, and define who needs to be involved. And, lastly, have it approved. Don’t have a plan that requires approval from 17 different stakeholders or departments during a crisis before any movement can be made. This wastes time and delays your response. Decide on one person who is in charge of the communications – make it someone who has pre-approval to speak on behalf of the brand or organization. As well as preventing any time being wasted waiting for approvals from several different people or departments, it also prevents any confusing or mixed messages from these different people. Have an experienced social media person or team who can deal with issues effectively and with autonomy. Their responses will be imperative to any crisis…
- The last thing to have in place before you can be sure that you are prepared for a crisis are alerts. With the appropriate alerts set up, an online crisis will never take you by surprise. In Sysomos Heartbeat alerts can be established for any of the categories that you are already monitoring, such as brand or product names; a negative keyword or term; or maybe any posts from well-known employees or sponsors. For example a phone company might set up an alert so that they receive emails when there are hundreds of mentions around their network being down. Here you can see some examples of the types of alerts to which you can subscribe. As well as hourly, daily, and weekly updates of certain types of mentions, there are As it Happens alerts, which are great for a crisis. These types of alerts send each and every post of a specific type to your inbox. This is perfect if you’re monitoring for negative sentiment or negative keyword mentions. If you see each of these as they’re posted you can deal with them immediately, waylaying any further damage. The last example here is of threshold alerts. These are alerts which send an email to you if a particular topic you are monitoring, such as your brand name, exceeds a certain amount. This is why the benchmarks we mentioned earlier are so important. If you establish that your brand records an average of 25 mentions per day, for example, set a threshold alert for 35 a day, and every time your mentions spike you’ll know about it. This way you’ll know of a possible crisis before it reaches mass proportions. If you need step-by-step instructions on how to create an alert, check out the Create an Alert walk-thru which is accessible by clicking on the question mark in the top right hand corner and then click on Guided Help. (https://app.sysomos.com/monitor/?walkme=243138)
- Another useful tool in crisis management can be found in Sysomos Gaze, our image recognition platform. The Virality Monitor can alert brands if an image on Instagram has, or is likely to go, viral. And the threshold for this “virality” is determined depending on the countries you are monitoring. You can set up an alert for a specific term or hashtag, mentioned in captions or comments, and it will notify you when an image with this term reaches a certain threshold of shares, or likes and comments. This works even if slight alterations are made to the image, and even works for video thumbnails.
- So you have your alerts set up, and one day you receive notification of an impending crisis. What now? Once a crisis occurs the response is integral to mitigating its impact and preventing its growth. How a company reacts to a crisis can determine how damaging it ends up being; some companies even manage to turn it to their advantage. Two components are important here: Timing and the style or type of response.
- There is little-to-no grace period with social media. An organisation is expected to respond very quickly to any controversial or negative issues that could be related to them. A delayed response not only allows more time for the dissemination of negative content, but also leaves the organization in question open to accusations of ignoring the issue. The example here is from a recent event, the Emmys. The official Emmys Twitter account tweeted a picture of Terrence Howard on the red carpet identifying him as Cuba Gooding Jr. They reposted the image five minutes later with the name corrected, but also left the first one up. The two photos were up for a while before eventually the first one was deleted. This is not fast enough, and allowed screenshots and images of both tweets to be discussed, written about and shared afterwards.
- A better example of swift timing to contain an issue comes from tech company Apple. The recently created and verified Apple Twitter account tweeted content around the new iPhone 7 half an hour before it was officially launched. The tweets were deleted so swiftly that it was difficult to even find a screenshot for this webinar. The tweets were then reposted at the appropriate time, and the leak barely made a blip. The leak also received humorous treatment by an Apple developer, shown here, which made the rounds: “This is why we didn’t have a Twitter account”. This style of response is something I want to talk about next…
- Ensure you don’t find yourself in this position by making use of an organized and adaptable social media publishing tool. Sysomos Expion allows you to schedule posts to many platforms from hundreds of different owned accounts. It is also beneficial to have a senior member of your social media team, if applicable, set up as an approver. This prevents a junior member of the team from posting ill-advised content, or posting content at ill-advised times.
- Smart engagement. And this is going to seem obvious, but it’s amazing how many organizations get it wrong. Firstly, be honest and transparent. Make sure that you acknowledge the issue and the impact it may have had on customers. Don’t over-react or get defensive. Keep posting, even with no new info. And lastly, show you’re listening; do not use templated responses to individuals. It’s obvious and results in customers who don’t feel like they’re being taken seriously. Here is a response to the explosion of the Falcon 9 rocket by Space X founder and CEO Elon Musk. We can see transparency, admission of failure, vow to find root cause and fix. He even called out to other experts in the field for their help in a later post. As part of your response to a crisis, find influencers in Sysomos MAP to see who has been talking about the crisis with a large following in the industry, and reach out to them personally. You can identify crisis influencers using analytics like the most retweeted, top influencers, tweetlife. And depending on the nature of the issue, it might be a good idea to liaise with marketing or PR teams first to help find the appropriate language in which to respond. Lastly, don’t forget to check cross-platform: has a tweet or hashtag started to be blogged about? Check communities: is the conversation taking place in a specialized vacuum, one small community, or has it spread wider than that. If you recall, #weareallleomessi made it into national newspapers.
- And don’t forget to keep an eye on your monitors throughout a crisis. Factors such as sentiment, keywords and volume are going to be important indicators of the spread, or more optimistically the end, of a crisis.
- So you’ve dealt with a crisis, your monitors indicate that things have returned to normal, you might think you’re done and dusted. But assessing the crisis – how it came about, how you dealt with it, any ongoing impact – is an integral part of the process. It is also going to be important in honing your organizations’ crisis-handling skills for the future.
- Assessment is useful for learning the mistakes and also the successes of the crisis and the company’s reaction to it. Organise a discussion with everyone involved. Use this time to figure out what worked about your response. What didn’t? Look at the timelines of the beginning of the crisis, to when you became aware of it, to when you responded to it, and identify any possible improvements. Secondly, look at the benchmarks established before the crisis and compare with post-crisis. Those benchmarks might have changed, indicating damage to your reputation. This damage will need to be ascertained before measures can be taken to fix it.
- The very last step, then, in your social media crisis management, is to make the assessment useful, and learn from your mistakes and successes. Hone your plan based on this post-crisis analysis. As you can see from this cycle, keep learning and improving, from others and through experience, to ensure that you and your teams are always ready with an up-to-date and finely-tuned ability to deal with any crisis that might come up, big or small.
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