Social media crisis management is a strategy that’s employed to help companies in times of public crisis. The strategy is used to minimize the negative results of a public relations disaster, and regain control over the message. It can be done in many different ways-by monitoring social media sites, identifying any company-related content on these sites, assessing the situation, and analyzing what’s working, what needs to be changed or improved, and then implementing changes accordingly.
All the while, staying positive and supportive.
Use Social Networks
Several types of social media can be used to monitor a situation. The first are aggregators, which help find all relevant content on blogs or any other websites that are related to your company or industry. Aggregators tell you who’s saying what about your company, topic, brand, etc. They’re able to do this by searching your company name, topic or brand, and then checking the validity of the sources. They then summarize all information into a digestible format that can be analyzed later for patterns or problems.
The second type of social media used is microblogging sites such as Twitter and Jaiku. These types of social media have become very popular in recent years because they allow users to send out short snippets via their mobile phones which are almost instantly viewable by anyone who has a Twitter account.
As a result, these sites have been heavily used during times of crisis and many companies have begun to monitor what people are saying about them on these sites as well as Facebook fan pages and groups. In addition, blogs might be checked for updates on a topic.
Strategy for Social Media Research
Social media research can be done in many different ways but there are two specific strategies that companies might use to determine the best course of action while minimizing risk and damage. They are:
1. The first is active listening, which can be done through aggregators or microblogging sites such as Twitter and Jaiku. This allows people from your company to monitor what customers are saying about them online without having to reply directly to users’ comments, something that could escalate the situation if handled incorrectly.
2. The second strategy is called back mining, where employees search social media for any references to the company name, brand name, etc., then read these posts or tweets and determine how they should be answered.
The only problem with this strategy is that it doesn’t show you which comments are being responded to, or what these responses are.
Assessing the situation can be done in many different ways-by identifying keywords and sentiments, determining whether any crisis plans should be initiated, determining the general tone of posts about your company, etc. There are several different types of analysis that companies might use when assessing a social media crisis situation-these include sentiment analysis, influencer identification, back mining auditing, etc.
Sentiment analysis helps companies figure out how customers feel about them based on their own words by using natural language processing to determine if users’ comments are positive or negative in nature before taking action. Influencer identification lets you know who’s in charge of the social media in your industry or area. These people are usually able to influence large numbers of people’s views with just one comment.
Back mining auditing is when employees read comments about your company on social media, determine who they should be addressed by, and then answer them-this shows you which users’ comments are being responded to, and what these responses are. This helps companies make sure that any crisis plans they might have had in place were effective in dealing with the problem at hand.
Social media is an important aspect of crisis management because it allows you to communicate with customers if something goes wrong before rumors start spreading like wildfire through word-of-mouth channels. It also allows you to monitor large numbers of posts about your company to determine if any planned crisis management strategies need to be initiated or not.