With the continuous rise in social media activity, and more and more brands learning the advantages of building real connections with their clients and prospects online, we can now say with certainty that social media marketing is here to stay.
However, with the sweet comes the sour and many companies and organizations are not preparing for – or even realizing that along with these great opportunities exists great risk. Risk that can destroy a brand in minimal time. Risk that, without the right social media crisis plan, leaves every company and organization highly vulnerable.
Whether you’re currently active on social media or not, and no matter the brand’s type, size or industry, social media crises are a reality that can strike any brand at any time – and the only thing we can usually anticipate is that one will strike when it’s least expected. Whether it be with the launch of a hopeful campaign, due to an employee’s mistake, technical errors… it need not matter. The only thing that matters when you find yourself in the midst of a social media crisis are two things:
- Your response time
- Your response strategy
Let me give you an example.
A couple months ago I received a call bright and early from a Real Estate Investment Trust (Reit) in a panic.
Note: For those of you who are unfamiliar with Reits, a Reit is a public company that invests in commercial and industrial real estate, selling units (their version of shares) to investors.
This particular Reit called me in a panic when they found themselves faced with a social media crisis that was quickly dominating the online space.