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Social media crises are frightening for organizations, to the point that many avoid thinking deeply
about them, prepare only very basic response plans, and fail to learn how to handle several crises at
نفس الوقت.
In fact, any crisis can be managed—even an online crisis—if you do some preparation and planning
carefully and maintain a high-performing team spirit. Then you’ll be well equipped to anticipate and avoid any crisis
that may arise, confront and manage it, and continue learning from it.
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What are social media crises?
A social media crisis is an event that can negatively impact a brand’s reputation
or the company or individual. This event may happen in the real world and then somehow move to social media channels,
or it may start directly on social media and then spread.
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Crisis management on social media
Expert Julie Atherton created this useful 10-step checklist to help you
think through and prepare for a situation that could suddenly happen to anyone or any organization. The checklist is excerpted from the e-book she wrote for
الإلكتروني الذي كتبته لصالح DMI – digital marketing institute حول كيفية إدارة أزمات وسائل
Social Media:
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1. Build a crisis team
If a crisis occurs, who should be on the response team? What will their roles be, and what authority will they have?
It will be too late to make these decisions once a crisis has begun, so they must all be made
before a crisis occurs.
Building trust takes time. A cohesive team whose members trust one another will perform much better under pressure.
the growing pressures that come with a crisis, compared with a group of people who have never met. Make sure your team is
small, with few levels of hierarchy. When a crisis occurs, decisions must be made quickly and responsibly.
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2. Create an operations plan
Create your own crisis management plan. Keep it short and concise—no more than one page—because you won’t have
time to read a long novel when a crisis occurs! Time will be extremely important for your crisis management
team. They must not waste a single second.
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3. Agree on a single internal communication channel
Choose a separate internal communication channel with full transparency, such as Microsoft Teams or Slack, to make sure
you have full access to the information the team shares as the crisis unfolds. Remember that transparency is very important,
as you need to oversee the team’s work and conversations to monitor how they are managing the situation and ensure their approach is appropriate and effective in resolving the crisis
without damaging the organization’s reputation.
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4. Decide who is in charge
At what level is the final decision made? Is the team authorized to make all decisions? When do they need to get
sign-off from a higher authority, and who is that authority? Having prepared answers to these questions is extremely
important for helping the team respond faster during a crisis. If this isn’t clear, work will slow down and responses will be delayed, which will
prolong the crisis.
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5. Remember who your friends are
Traditional media enjoys a high level of public trust. Now is the time to call on the help of your colleagues and friends from
Journalists and influencers: Who are they, and how will you reach them in an emergency? Identify the people and organizations that
will help you restore your reputation and get through the crisis.
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6. Know the content you have
Make sure your content library is well documented and that it’s quick and easy to find existing content or create
new content to address the crisis. Also, pause any content scheduled for publication during the crisis.
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7. Choose your spokesperson
Someone will need to take responsibility. They may need to be publicly humble and honest about what happened
and be seen as having the authority and credibility to take responsibility for the organization. Choose a capable person
who can handle this difficult task and has strong communication and problem-solving skills.
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8. Identify the key social media channels you need to manage
Where will you need to share your important messages reliably and consistently? This should include the channel
where the crisis is primarily unfolding, as well as other channels that are usually important, such as:
-تويتر:- Where journalists and traditional media employees are highly active.
-إنستقرام:- Where influencers and celebrities have large followings and actively engage.
-فيسبوك:- Which has broad reach and is often the preferred channel for news aimed at large audiences
من الجمهور.
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9. Agree on the tone of voice you’ll use during the crisis
Ideally, the tone should fit your brand, while also conveying empathy and humanity
considerate and honest (if these aren’t already your values). You need to make friends, not enemies. So even if it’s
Your organization is right: avoid escalating the crisis when a more conciliatory approach can build bridges and defuse the situation.
Your Complete Guide to Crisis Management in All Organizations and Companies
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10. Decide how you’ll measure success
What information do you need to know whether things are going your way? Will you use sentiment analysis,
complaint levels, stock price, or a combination of factors?
It’s useful to have some precise indicators alongside the key statistics, but you need to know
whether your crisis management is improving the situation or making it worse.
