CRM Media Managing Partner Berk Hisoğlu’s Speech on Social Media and Crisis Communication: The Power of Real-time Responses
Social media has become a powerful tool that can instantly reach millions of people in today’s world. The power of rapidly spreading information can be crucial in times of crisis. During a crisis, the initial hours and the first responses given can have a decisive impact on the perception of the public and other stakeholders. For example, if a negative comment about a company goes viral on social media during a crisis, the company’s reputation may be at risk. In such situations, it is crucial for the company to respond quickly, transparently, and accurately on social media. However, as important as the fast responses during a crisis are, proactive planning of social media strategies before a crisis can also be of vital importance. Particularly, monitoring what is being said about the company or brand on social media continuously prepares the company for a potential crisis. When a negative situation is detected, approaching the target audience with empathy and transparency on the right social media platform plays a critical role in protecting the company’s reputation. In conclusion, social media is a critical tool in crisis communication, and when used correctly, it makes organizations and brands more resilient during crisis moments.
The Role of Social Media in a Crisis
Social media has increasingly become important in today’s world and plays an even more significant role during moments of crisis. These platforms enable the rapid dissemination of information, allowing people to access the most up-to-date information during natural disasters, terrorist attacks, or pandemics. However, in addition to this flow of information, social media also plays a critical role in coordinating activities that are vital in coping with a crisis, such as issuing calls for help, fundraising campaigns, and creating support groups. Alongside these positive effects, social media has its negative aspects during crises. The rapid spread of misleading information or fake news has the potential to create social panic. This can make crisis management even more challenging. Moreover, real-time postings on social media during events require governments and relevant authorities to respond in real-time as well. However, one of the most valuable advantages that social media provides during a crisis is the encouragement of interaction and dialogue. Through these platforms, people can ask questions, voice their concerns, and engage in information exchange about events. In short, social media is a double-edged sword in times of crisis: when used correctly, it can bring communities together and assist in organizing help, but when used incorrectly and thoughtlessly, it has the potential to create panic.
Examples of Social Media Crisis Communication
Social media presents both significant opportunities and potential risks for brands and companies. One of these risks is crisis communication. For instance, the incident of a passenger forcibly removed from a United Airlines flight in 2017 gained significant attention on social media. The initial response was deemed inadequate, which led the company to issue a more empathetic apology later. In the same year, Pepsi faced a backlash on social media for an advertisement featuring Kendall Jenner that trivialized protest movements. Pepsi quickly apologized and had to withdraw the ad. Another example is the controversy surrounding H&M in 2018 due to a sweatshirt with the text “Coolest Monkey in the Jungle” worn by a child model. H&M faced strong reactions on social media and had to remove the product from the market while issuing an apology. In the same year, Starbucks made headlines when two black customers were arrested in a Philadelphia store. The company swiftly issued an apology on social media and closed its stores for a day to provide sensitivity training to its employees. Tesla’s CEO, Elon Musk, also occasionally influences the company’s stock prices with his tweets, demonstrating the potential of social media to create crisis situations. These examples emphasize the importance of how brands handle social media crises and the significance of quick and accurate communication.
Strategies for Effective Crisis Communication
Crisis moments are sensitive and critical periods for organizations. In these times, effective communication plays a crucial role in maintaining a company’s reputation. Therefore, preparing strategic plans for potential crisis scenarios can help prevent panic and hasty decisions during a crisis. However, in addition to planning, it is also essential to access accurate information rapidly during a crisis. Having correct, clear, and timely information as the first source can prevent the spread of false information and rumors. Utilizing the technological capabilities available today is also necessary. Social media, mobile applications, and other digital platforms have the potential for quick and effective communication during a crisis. However, the use of these platforms must be planned in advance and effectively activated during a crisis. Finally, evaluating the situation after a crisis and analyzing the effectiveness of communication strategies enhances preparedness for future crises.
Social Media Monitoring and Analysis
Social media monitoring is a process where brands, individuals, or organizations track what is being discussed on social media platforms. This is done by monitoring specific keywords, hashtags, or topics. So, why is this so important? There are several reasons. Firstly, it is critical for reputation management. Negative comments or criticisms can spread rapidly, and detecting such feedback early is essential for effective intervention. Secondly, social media monitoring can assist brands in conducting market research. It provides continuous information about customer needs, expectations, and overall trends. Finally, this process can also be used to understand the activities and strategies of competitors. When creating a successful social media monitoring and analysis strategy, selecting the right keywords, determining the most active hours and days, conducting sentiment analysis, and regularly evaluating campaign performance are critical. These strategies can help maximize your social media presence and make more informed marketing decisions.