Crisis management: how to manage a crisis on social media

When we speak of a corporate crisis, we should not immediately think of a “purely” economic crisis. Today, in a context of the strong digitization of services, we ought to consider so-called crisis management, understood in terms of a reputational crisis on the web.

The online world, especially social media, presents an opportunity for great visibility and allows brands to win and retain new customers. At the same time, however, it can turn into a sensational boomerang that creates incalculable damage.

We Are Fiber aims to prevent these crises with communication crisis management or, possibly, to remedy such instances. Thanks to the innovative tools available, we are able to draw up efficient crisis management strategies which, combined with a valid and professional customer service aimed at satisfying customer needs, have significantly increased the profits of our partners by up to 24% and customer satisfaction levels by 34%.

Why is it important to have a crisis management plan? 

Firstly, it is crucial to understand what crisis management is and where a crisis can most easily develop in the online environment. A reputational crisis is a negative event that undermines and damages the image of a company to the point of causing the loss of millions of euros. In business, crisis management represents the set of strategies implemented to deal with a reputation crisis, an event that is anything but rare.

Over the past 3 years, 65% of CEOs said their companies have faced a reputation crisis, while 73% believe they will face one in the next 3 years. Having a crisis management plan is certainly an indication of good company organization. Of course, situations can vary considerably, but by setting up crisis management procedures, it is possible to face any threat.

Crisis management online: where can it take root most easily?

Reputational crises can take root most easily online, especially in social networks, a real jungle where you have to move with your feet firmly on the ground and face an infinite series of dangers.

Crises are sometimes created artfully, perhaps by the competitors themselves, who aim to destroy your company and ensure that you lose hundreds of customers.

It is simple to provoke a reputational crisis online: just create a negative event by spreading fake videos, fake news, defamatory articles, reviews and fake comments.

Users then receive a manipulated truth that can throw the company into a bottomless black hole. It is estimated that businesses can lose 22% of their revenue if potential customers find a single negative link on the first page of search results or on social media.

This problem does not only concern private companies, but also public bodies, which risk losing millions of euros every year because they have not prepared a crisis management strategy.

Reputation and crisis management: how to behave with a customer

If it is true that an online reputation crisis can be artfully created, it is also true that such circumstances can arise from incorrect communication or incorrect management of the relationship with customers. Today, reviews have a huge impact on the purchasing decisions of customers who, before buying, read the experiences of other users.

For this reason, it is advisable to follow a guide of sorts that explains how to manage the relationship with customers, which must be taken care of in a detailed manner, without leaving anything to chance.

Firstly, it is critical that you always answer. Nobody likes to be ignored or, worse, to have his or her comments deleted. You will make yourself a sworn enemy, who will certainly no longer buy from you and may even speak ill of your brand with friends and family. So, respond to every comment or review, even negative ones, using a conciliatory and professional tone.

Another great way to respond effectively to the customer is to take the discussion offline, providing the person with other communication channels, such as email or telephone. This way, you get a double benefit: 

• avoid your page being flooded with negative comments and reviews;
• allow the customer to be followed more carefully, in order to solve the problem in its entirety.

If when following a customer complaint, you discover that your team actually made a mistake, don't look for false explanations that would further irritate the customer. It is far better to apologize and, if you deem it appropriate, to provide a small gift (a discount coupon or a gadget) to thank the customer, who will surely appreciate your sincerity and effort to remedy the mistake.

One of the key words in customer relations is empathy. A dissatisfied customer will presumably be angry and use an aggressive tone. Put yourself in the customer’s shoes and be understanding, using a quiet tone that aims to soothe. Finally, always keep your customers informed about the resolution of the problem, providing continuous updates. Transparency is another element highly valued by consumers.

If you want to prevent a reputational crisis and increase the satisfaction rate of your customers, just a simple phone call or email will do: We Are Fiber is the partner you are looking for!

Contact us!