With an advent of social media, brands and
individuals are opportune to be authentic and connect with audiences
easily. Also these opportunities create
sometimes avenues for negative reports and narratives. Sometimes, these negative spin out of control.
Hence, there is the need for crisis management and narratives shaping.
60% of businesses in Africa have experienced
crisis, but not most of them have clear cut plans in place to deal with them.
1. Monitor
As a brand manager, the onus lies on you to
constantly be on guide. You need to be aware of online sites that can make or
mar your brand and reputations with their posts. You should loud very positive
posts on your brand while you play down or give better narratives to unfriendly
posts.
2. Proactive
One major step in brand’s proactiveness is
monitoring. You
need a team of representatives 24/7 for online and offline media
monitoring. They must present reports
for analysis if not daily but weekly. Optimize and verify your online
properties as well. It leaves no room for
proxy accounts and names. With very
clear media calendar, you can build your digital footprint solidly. This
calendar will show you publishing schedule for the month or week as the case
may be. You need action plans far ahead
of time in case of any crisis. It pays to plan ahead.
3. Take action
Often people just react when crisis occurs. But
professionals should communicate with tact. As you may know, as miscalculated
response may cause more damages. Also in taking action, be patient and
responsive. Too many statements in crisis is a dangerous approach. Talk less,
but talk facts.
4. Review and learn
Here self assessment is very critical. You need
to ask yourself if you are in control. Analyze the efficiency and efficacy of your
plans. Jettison what is not working and focus on recovering public opinion. Try
and shift the conversations on the social web to positive news and offerings
from your brands.
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