Do you know how to identify a crisis?

Can you identify a Social Media Crisis?

This blog was first published on the Brandwatch Blog.

A single social media post can now do as much damage to a brand’s reputation as a front-page article in a national newspaper. This shift from offline to online has forced brands to rethink how they manage a crisis and made social intelligence one of the most important and undervalued tools in the modern crisis management playbook.

With 95% of business leaders saying their crisis management capabilities need improvement, it’s clear that businesses are struggling to adapt. One easy win is to integrate social listening into their crisis management capabilities.

The adage knowledge is power has never been more true. Understanding what is being said about your brand, in every corner of the internet, is paramount. Brands failing to track conversations, mentions, keywords, and relevant issues are blind to the crisis that lurks around the corner.

Thankfully, there has never been a better time to understand what people are saying about your brand online. Social intelligence gives brands a critical edge and is the greatest early warning system of a potential problem coming their way. Used correctly, social intelligence is the 24/7 team member who you’ll come to rely on in good times and bad.

Not every negative social media mention represents a crisis

Unexpected situations outside a brand’s control happen every day. We see this at Mangold Consultancy with all types of brands, as we support them getting their crisis management preparation in order. It’s inevitable that people will say things online about your brand you wish they didn’t.

What’s important is knowing how to distinguish between isolated negative comments which can be managed in-house away from public scrutiny, and an emerging crisis that requires immediate action in a public setting.

Defining a crisis and understanding the situation

When a situation occurs (something unexpected that should not be happening), understanding the source and spread of the information is critical.

If the situation is known only to those inside your organization, and people outside your organization:

  • won’t get to hear about it or
  • don’t need to know about it or
  • won’t have a strong reaction if they do hear about it

you’re dealing with an incident.

But if the outside world…

  • knows about it and is concerned or will likely find out and have a strong reaction to it
  • and this situation poses a risk to reputation and the credibility of your business

then you’re dealing with a crisis which needs to be managed internally and externally.

Incidents can be managed as normal and require no special measures. A crisis must be managed immediately, with swift action from multiple areas of a business, often with a public response.

The importance of speed

The quicker an issue is known, the faster a response can be initiated.

The Incident management procedures and protocols we create, help our clients to pre-plan, rehearse, and stress test and should be activated as soon as an incident occurs to avoid a crisis.

The most common reason for a small-scale or isolated incident turning into a larger crisis is a slow or inadequate response (eg lack of action internally to correct a situation, failure to respond to a social media complaint, falsehoods posted online, or a slow rise in negative sentiment on a specific issue).

Social listening is your automated early warning system

Using a social listening platform like Brandwatch Consumer Research to monitor keywords, track conversations, and scan for sensitive issues is like having a new team member who spends all their time searching for potential risks. But unlike you or I, this team member never sleeps! They monitor millions of conversations across multiple platforms in real-time, 24 hours a day, and alert you when something is happening you need to know about.

But that’s just the start. Your new team member shows you who is talking about you, where, and what impact they’re having. They also show you when an issue is evolving, who is joining in, and how it’s spreading across different platforms. This is all essential information when planning how to respond.

Sounds nice, right? We could all do with a team member with these skills and stamina.

At Mangold Consultancy, Brandwatch Consumer Research is that member of our team. It gives us unprecedented insight for our international and national clients – from the FMCG sector to the health sector. It informs our crisis and corporate communications counsel with a depth of detail our clients truly value.

The reality is that without even the most basic social listening in place, you run the risk of being forced onto the back foot when an unexpected situation occurs. Your ability to react quickly and take action to reduce reputational damage has gone – this is not the place you want to be when negativity spreads like wildfire on social media.

Data-driven decision making

Social listening provides a data-backed evidence base for your organization/brand to make decisions. All too often in a crisis it’s easy to think you must be doing or saying something to actively manage it. This is not always the case – sometimes you need to be patient, but without knowing what is happening in real-time, it’s impossible to make decisions with certainty.

Source Fire image by Max Kukurudziak. Phone image by Jeremy Bezanger. Composition by Studio JERO

Sport, Social Media & Mental Health – Gratitude Games

Gratitude Games, a new sporting event raising funds to support Emergency Responders mental health

It feels good to be a sports fan these days. Team GB’s Olympic and Paralympic medal haul, Emma Radacanu’s tennis win and a football team respected for performance off pitch, as much as on.

So the Gratitude Games – a new multi-sport event in recognition of emergency responders – comes at just the right time. Continue reading “Sport, Social Media & Mental Health – Gratitude Games”

Who’s checking your boss’s content?

Who is checking your boss's content?

The Chairman of Beattie Communications, Gordon Beattie, resigned last week for comments he made in a LinkedIn post. You can see the post for yourself below.

"We don't hire blacks, gays or Catholics" Gordon Beattie

His only defence was that his post was made with “the best of intent”. Others have called his comments insensitive, racist, homophobic, utterly unacceptable, and abhorrent. I don’t disagree with any of these descriptions.

The nature of the comments is one thing.

The language he used is offensive, outdated, and demonstrates how far removed this ‘PR juggernaut’ (as described in the media) is from the society in which we live today. The recent resignation of FA Chairman Greg Clarke for using similarly inappropriate language shows that Beattie’s ‘error’ is not an isolated incident.

But what this highlights is how even the most senior people in a business require external support; a second pair of eyes from someone outside the organisation provides the objective sense-check that can stop these incidents from happening, especially when communicating on such a sensitive issue. After all, it’s often difficult for staff to say no to senior figures in the business.

Beattie’s post brings to the fore another major issue in the industry – using provocation to gain likes, higher reach, and attention. Social networks are often fuelled by dissent, disagreement, and polarisation. Unfortunately, being provocative ‘works’ if all you want to do is reach a wider audience.

But it’s lazy practice and a cheap trick. It’s for people who have run out of ideas. It can be damaging, dangerous, and as Gordon Beattie is realising, can destroy reputations in an instant. He was clearly trying to be ‘clever’, but the provocative approach was all wrong. Instead of shining a light on an important issue, his lack of understanding of the platform, the nuance of messaging and the society in which we live, has been his undoing.

Featured Image by Steve Johnson

 

“Be Kind” – Yorkshire Tea’s reputation management masterclass

Rishi Sunak "Quick Budget prep break making tea for the team. Nothing like a good Yorkshire brew."

Take one senior politician, one well-known and much-loved brand, and add social media. Stir together and what do you get?

That’s right, the perfect recipe for a Twitter storm.

That’s exactly what happened to Yorkshire Tea this weekend when Rishi Sunak MP, the Conservative MP for Richmond (in North Yorkshire as it happens) shared an image of himself making a cup of tea, standing next to a giant bag of the famous Yorkshire brew.

Continue reading ““Be Kind” – Yorkshire Tea’s reputation management masterclass”

Social Media & Mental Health

Social Media & Mental Health

Why social media companies should (but probably won’t) act responsibly and lead the conversation on mental health

Social media companies are some of the most powerful and influential business entities on the planet. Their decisions shape how the world communicates and how we as individuals consume information. Unlike most large-scale global commercial industries, social media is self-regulating. This puts social media companies in a unique position of global responsibility.

A new report published by the Royal College of Psychiatrists last week said social media companies should be forced by governments to hand over their data for independent research into the risks of social media use.

Continue reading “Social Media & Mental Health”

Why Small is Beautiful in a Social Media Crisis

Bug on Leaf

The commitment involved in starting a new business is phenomenal. Winning new contracts, wooing clients, honing your product and getting your name out there. Building a reputation demands time, attention to detail and preparation.

The 100% organic skincare line launched by one beauty innovator had been long in the planning. Products that were clean, kind and ethically sourced – all grounded in an “on-trend” concept, aimed at legions of health and wellbeing devotees. And as the range gained traction, tweets, likes and shares, everything seemed to be on track. But just as the business plan was exceeding year one expectations, a supplier down the chain was exposed for using non-organic base ingredients. The same ingredients now found in the 100% organic skincare line. One negative review became two. Malicious tweets followed and libellous Facebook posts began to unpick hard earned customer loyalty and reputation. Continue reading “Why Small is Beautiful in a Social Media Crisis”