A Crisis

Good morning everyone, we hope you are all well and ready for the weekend.

Yesterday we spoke about a few steps that need to be taken when doing Social Media for the first time, whether you are a business or a simple user.

Today we will speak about crisis management on the social world, believe it or not there are many crises in the social sphere that can go global in a blink of an eye, and banks are the entities in the firing line most of the time.

So how do you handle a crisis? The first step to take to be prepared for a crisis is to have the tools in place to see that it is developing, second step is to minimize casualties by resolving any issues that may arise.

Of course, this sometimes means increasing the amount of manpower behind the responses, unfortunately many businesses have very small social media teams and when a crisis hits they don’t have enough people to handle it. NatWest is a very good example of this, back in June they experienced an IT fault which meant any payments made into their customers’ accounts would not show at all in turn affecting any Direct Debits being paid from the account. This has detrimental effect on how the customer trusts the organization they get services from.

The result was a huge spike in complaints, not via the phone, not via email but via social media channels, this includes blogs, twitter, forums, etc. Below is a line chart showing how big this spike was.

So, without the right people and tools, how does an organization handle a crisis? The answer is, they don’t, without incorporating social media into every strategy, one can’t manage it.

Do you agree with the statement above? What are your thoughts on managing a crisis?Image

6 thoughts on “A Crisis

  1. I’m not entirely sure what do you mean by this statement because first you write about the crisis in already existing social media channels but the punchline sounds like “you need to be where your customers are”. And by “tools” do you mean online measurment tools? Social media measurment tools? Or do you mean the tool itself is the presence in all the social media platforms and forums that the brand has been mentioned?
    So shouldn’t it rather be: “One can’t handle the crisis if there is no crisis management strategy”? Or maybe: “One shouldn’t start any social media channel without having a social media (including crisis management) strategy”? Just asking. I might have misunderstood something 🙂

    • Thanks for your comment, valid point there and good catch, that is a simple human error 🙂

      And yes, I mean measurement tools, we currently use tools ourselves to monitor what people say on the social web about brands therefore we know how essential it is, coupled with a strategy of course. 🙂

  2. Social Media has the most powerful voice, ignore and your molehills will turn into unmanageable mighty mountains. You wouldn’t let your phone ring forever unanswered, so get int the reply box sooner rather than later and be honest!

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