AU MA Social Media

A class blog about social media.

Crisis – We Can Be Prepared for It

Posted by yuchrisahu on June 27, 2013

Just read a great digital crisis playbook from Oglivy‘s social blog. It reflects most of what we’ve learned about  dealing with crisis. The playbook explains how social media can cause crisis to an organization and how to fix the problems.

First, it is common to have our complaint written on social media. For example, we may complain about poor customer service, safety of food, bad marketing advertisement, or bad products. For organizations, these are the potential aspects to cause a crisis on social media.

Also, Oglivy has given five trends in crisis management: smart, perceiving, story marketing, social advocates and real-time data. The playbook explains that smart means to make smart and rapid decisions.  The second trend, perceiving, means it is very important to listening to the audience, and perceive what they are thinking. It is very important. Based on the presentation of Sephora and Buffalo Wild Wings, we can know that even good corporations may be poor in perceiving and interacting with their audience. The third trend is that story marketing is the new way to earn belief and to earn advocacy. The forth trend is that social advocates are the new influencers. The fifth trend is Real-time data. It means that we can no longer depend on focus groups to fully understand what the target audience are thinking about. A better way to do this is to keep our information updated.

The approach to deal with a crisis in Oglivy’s playbook includes four parts: “Readiness”, “Radar”, “Response” and “Recovery”. “Readiness” is to have the professional team, the crisis path planner, the treat level scorecard and the three-level response plan (the pre-determined action play for three main risk secerios). It is always better to be prepared for any crisis. “Radar” is to listen to your audience in all social media platforms. Beside, it is also important to prepare the “conversation criteria sheet” – the method for documenting evolving keyword lists, hashtags and conversation trends to optimize the listening efforts. For “Response”, it is important to have all platforms engaged, create a content calendar, and monitor the impacts of conversations on social media. Finally, “Recovery” includes transitioning from crisis to proactive messaging in order to bring audience’s attention to good things.

Overall, crisis is always coming unexpectedly, but we can always be proactive to it. By doing this, we can prevent the crisis from turning worse and even make it into a good “marketing campaign”.

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