These failures can be generated from various events, whether attention problems, failed marketing campaigns or even irregularities and defects in the product. We have separated some tips to help your business manage these image crises, regardless of what their causes have been:
- Create a crisis management pre-plan
From the creation of a pre-plan for the management of instabilities in social networks, it is possible to minimize the response time, and the negative effects of the problems pointed out by consumers. The creation of a protocol of procedures for this type of situation is a great help for the social media team and prevents hasty and erroneous decisions. Make sure that all the team responsible for the management of social networks and know that during a crisis any type of unrelated automated message will be disabled.
- Monitor social networks
To know what your consumers are commenting on your company in social media, you have to monitor them, right? In addition to analyzing what people publish directly mentioning your brand (through an “@company” or posting on the official profile on Facebook), customers also spontaneously speak of brands on social networks. The best way to capture these types of mentions is through the monitoring of social media. It is possible to monitor various media and discover possible image crises before they reach large proportions.
- Find out if it is a crisis or not
Learning to differentiate what is a crisis and what is not, is extremely important. As much as it is also interesting to monitor this type of publication, a consumer who sends a comment claiming something specific cannot be treated as a catastrophe.
- Be fast (but use the time in your favor)
A problem in social networks should be solved as quickly as possible, however, be very careful, that does not mean that you should act in haste. Responding to complaints or eliminating the focus of the problem quickly is essential to prevent the crisis from growing and reach other social networks and communication channels.
In general, the indicated thing is to position yourself informing that “you recognize the error and what urgent measures are being taken,” in less than an hour. This is a good preliminary response for the market and consumers. If you have a pre-established strategic crisis containment plan, it becomes possible to respond to consumers quickly and efficiently.
- Acknowledge the problem and apologize
Be transparent with your audience. Responding in an offensive or ironic way can make the situation worse, even the consumer is not right in the complaint. The company can not feign blind or deaf and does not respond to complaints, as it will only increase the potential noise in the network.
Keep the dialogue from the beginning. People will react positively if the mistake has occurred and the company publicly apologizes. Along with the excuse, present the solution to the problems, or inform the clients and related persons that the company is working on a solution and keep them updated on this situation. This shows that the company is concerned about the satisfaction of its public.