How to Survive a Social media Crisis

Folke LemaitreFounder & CEOhttp://twitter.com/folke

How to survive aSocial Media Crisis

What is Engagor?

Monitor your brand across the web

Talk with your customers on any social network

Measure your results

Create detailed Social Media reports

Powerful, yet easy to use

EnterpriseB2C

All-in-one social media monitoring, analytics and management tool

Billions of conversations each day

Consumers use social media every day. Do You?

The Social Consumer is king

How do you talk to a king?

• Do your homework learn, learn, learn!

1. Build your personal Social Identity

2. Prepare for war3. Survive a war4. Adapt your strategy

Get started with Social Media

• Create a personal Twitter account– Follow influential people– Gather a following– Talk– Tweet often, but don’t overdo it

• Understand Social Media dynamics

Now you’re ready to get started on that social media crisis plan

How do you talk to a king?

• As a Guru?

How do you talk to a king?

• Vanity metrics are fun, but not a goal

• Treat others as your equal

• Remember that you are not the King

How do you talk to a king?SOCIAL MEDIA…OM NOM NOM

* BEEEEEPTWEEEEEET

How do you talk to a king?SOCIAL MEDIA…OM NOM NOM

* BEEEEEPTWEEEEEET

• Automation is great! But keep the human touch

• Never send automatic messages

• Answer to people

How do you talk to a king?

Be HumanBe PersonalBe Professional

Prepare for War

Be Prepared

• Crisis can strike any time– During the day if you’re lucky– During the night, weekend if you’re not so lucky

• When crisis strikes you better be prepared– This is not the time to start thinking about a social

media crisis plan

Start Listening

• Monitor your brand, competitors, industry

• Monitor key people in your company, including yourself

• Monitor generic list of negative keywords– For example: mentions of “health claim” in

Belgium (for Consumer Goods)

Get to know your audience

Get to know your audience

Get to know your audience

Get to know your audience

Get to know your audience

Get to know your audience

Detect early: negative mentions from influencers on Twitter

Detect early: Surge in negativity

Detect early: surge in mentions

Prepare when you know a crisis will hit

• Setup very broad keyword topics– For example, if you expect a mass layoff

• Use saved searches for further filtering

Prepare for quick response

• Setup Quick Searches– List of influencers– Sort incoming mentions by authority– Filter on most pending issues first– …

• Setup a crisis response team for afterhours

Surviving a War

Admit there is a problem

• Admit there’s an issue (don’t wait too long) on your website or blog on your social channels

• Keep your calm at all times• Answer correctly• Don’t be harsh

BUT: don’t feed the trolls

Update regularly, even when there are no updates

No news Bad newsBad news Good newsGood news No news

• Don’t leave your customers in the dark• Be as transparent as possible

Be Responsive

• Answer as much and as fast as possible

• Prioritize on influencers, key issues, …

• DON’T delete/hide posts on Facebook

• Communicate beyond Facebook & Twitter

Adapt your Strategy

Analyze Your Data

Learn and Adapt

• Adapt your strategy• Be even better prepared• How can we do better next time?

TL;DR• Consumer is King• Understand Social Media dynamics• Start listening and be prepared• Be transparent and responsive• Learn from your mistakes

• Start your free Engagor trial today! ;-)

folke@engagor.comhttp://twitter.com/folke

Why 200+ customers worldwide choose Engagor

200+ customers worldwide