How to Manage PR Disasters in Social Media

Summary

The transcript discusses managing PR disasters on social media. It advises being proactive with social media profiles, engaging with negative comments instead of deleting them, and ensuring responses convey empathy. It also suggests involving higher-level company representatives, leveraging influencers for a more authentic message, and embracing the buzz to humanize the brand. The key takeaway is the importance of authenticity and engagement in turning a social media crisis into an opportunity.

Takeaways

• 📢 Be proactive on social media: Establish and maintain active profiles on platforms like Facebook, Twitter, and LinkedIn to be prepared for any situation.
• 🚫 Avoid deleting negative comments: Erasing comments can escalate issues and lead to further negative engagement online.
• 🤝 Engage with customers: Acknowledge and engage with negative feedback instead of ignoring it to show that you value their input.
• 💻 Be mindful of tone in writing: Written communication can be misinterpreted; ensure your responses convey the intended emotion and are considerate.
• 👥 Get a second opinion: Have others review your responses to ensure they come across as genuine and empathetic.
• 👔 Involve senior management: In times of crisis, bring in higher-ups like the CEO to show the company's commitment and seriousness in addressing the issue.
• 🔄 Reach out to influencers: Connect with social media influencers to help humanize your brand and spread a positive message about how you're handling the situation.
• 📣 Use the buzz to your advantage: Even if the attention is negative, it's an opportunity to engage with a larger audience and present your side of the story.
• 🌟 Humanize your brand: Show genuine care and personality in your responses to connect with the audience on a personal level.
• 📝 Be transparent and real: Honesty and authenticity in communication are crucial in rebuilding trust and managing a social media crisis.

Q & A

What is considered a double-edged sword in the context of the transcript?

Social media is considered a double-edged sword because it can both benefit and harm a brand, as seen in PR disasters that have occurred online.

Why is it important to have social media profiles in place before a crisis?

Having social media profiles in place before a crisis allows a brand to be familiar with the platform and actively engage with the audience, which is crucial for managing a situation effectively.

What should be avoided when dealing with negative comments on social media?

Erasing negative comments should be avoided as it can escalate the situation, making the commenter irate and potentially leading to further negative posts and engagement from others.

How should a brand engage with negative feedback on social media?

A brand should listen to the feedback, acknowledge it, and engage in a conversation rather than simply erasing the comment.

Why is it recommended to have someone high-ranking in the company handle a social media crisis?

Having a high-ranking individual handle a crisis ensures that the response is taken seriously and represents the company's values, preventing the issue from being brushed off or mishandled.

What role can influencers play in managing a social media crisis?

Influencers, who are already connected in the social media space, can help humanize a brand by passing on its message and expressing regret or plans for improvement, which may be more effective than the brand's direct communication.

How can a brand embrace the buzz generated by a social media crisis?

A brand can embrace the buzz by using the attention to humanize itself, get in front of people, possibly through articles or interviews, and present a genuine response to the situation.

What is the importance of being 'real' in social media during a crisis?

Being real in social media is important because it helps build trust and credibility with the audience, showing that the brand is genuine and cares about the situation and its customers.

How can a brand ensure its online response does not come off as condescending or patronizing?

A brand can ensure its response is appropriate by having it reviewed by several people before posting, to make sure it comes across as considerate and caring.

What is the potential downside of letting a social media intern handle a crisis?

Letting a social media intern handle a crisis might result in the issue being mishandled or not taken seriously, which could further damage the brand's reputation.

How can a brand turn a negative social media disaster into a positive situation?

A brand can turn a negative situation into a positive one by actively engaging with the audience, showing genuine concern, involving high-ranking officials, leveraging influencers, and embracing the buzz to humanize the brand and present a real and caring image.