Crisis. The term strikes fear in the hearts of communicators everywhere.
Brands ranging from Carnival Cruise Lines to Starbucks to Facebook have been hit by crises so far in 2018. The reality is that any brand could find itself in a crisis – at any time.
Rather than fear a crisis, savvy organizations should prepare crisis plans before they need them, so they’re ready should they find themselves in the thick of a PR disaster. Social media monitoring plays a crucial role in any crisis communications plan. While social media can fuel the spread of negative news, it also provides an excellent way to reach out to loyal fans and followers who can offer support in times of crisis. It also serves as the perfect channel to monitor for sentiment and watch for signs of danger.
“Experts usually focus more on the ‘speaking’ aspect of social media management,” said Ronn Torossian, founder and CEO of 5WPR. “However, many brands don’t realize that it is equally important to focus on moderating and listening on your social media accounts.”
Let’s look at how social media monitoring can be used throughout every stage of a crisis.