What is a social media crisis?
A social media crisis is an online situation that has a potentially negative long-term impact on your business’s online reputation. Social media crises typically involve strong negative emotions that can incite damaging conversations, provoke anger from customers, fans, employees and stakeholders, and lead to viral behavior.
Social media crises are unpredictable and can go viral any second. A social media crisis can have disastrous long-term consequences if it’s not responded to promptly and efficiently. Here are just a few examples of social media crises:
Customer’s video of bad experience goes viral
Employee accidentally posts a personal tweet on company Twitter account
Company email is hacked
Defective product causes harm to customers
What is a social media issue?
Social media issues are less volatile than crises, but still require immediate attention. Some examples of social media issues include:
How to prepare for a social media crisis
Although social media crises are unpredictable by nature, there are steps your brand can take to manage them when they occur. First, it’s important to thoroughly understand the risk social media presents to your business; this can be determined with a vulnerability audit or risk assessment. Identify the preventable risks and take steps to protect your brand from them.
As for the unpreventable risks, train both your customer support and social media teams to quickly detect, address, and resolve issues on social media. Then develop a streamlined social media crisis management plan so your company can calmly and systematically mitigate the damage.
How BirdEye helps you prevent a social media crisis
BirdEye’s real-time social listening helps businesses keep up with all brand mentions across Facebook, Twitter, YouTube, blogs, discussion forums, and news articles. Any negative posts can be flagged and assigned to support representatives as tickets to ensure thorough issue resolution. This systematic approach to social media conversations ensures problems are detected before they escalate, and allows for organized internal communication in the event of a crisis. The ability to view and manage all social media feedback in one place lets businesses approach volatile situations with a level head and informed perspective.