Most organisations will have a minor or major reputational issue online at somepoint due to social media where they have to use crisis management. An early and effective crisis response is the key to reducing the longevity of the negative impacts.
Listen
Organisations can control what they post and share online, but cannot control what others say about them. Crisis management involves listening to the online buzz around an organisations products or services. Establishing benchmarks for your brand, including the average number of negative mentions for your brand, using sentiment analysis. This can generate alert triggers, such as email notifications which will establish early warning signs of an emerging crisis.
Identify
Triggers based on real-time data are key to the current online environment, where information or misinformation can spread at record speed. With many people using social networks, identifying key individuals, or influencers in the spread of viral content, is key to effective responses.
Respond
By establishing these early warning signs, you can intervene early to attempt to influence the public opinion of the matter. You need to know what will appeal to your audience best, so obtaining insights on what your audience likes and engage with versus what they dislike is key. For instance, is your audience driven by risk-taking or stability?
Review
The organisations who respond quickly to correct misinformation or respond to negative media are the one’s illustrating great reputations. What responses provoked joy as opposed to disgust and what can we learn about our audience for future activity.
Crisis mangement and you…
We hope that you never have a major crisis to deal with, however tracking sentiment equips you with insights and knowledge which will enable your organisation to make proactive marketing decisions.