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Respond first wherever the crisis
brokeThen respond in all other venuesIt’s imperative that you have established socialpresences on all outposts, even if you don’troutinely use them.Are you ready for a Pinterest crisis? (it couldhappen)Do you have a list of all blogs and blog authors thatcover your category?
This isn’t a big call,
this is a historycall. And I kicked the !&%$ out of it.There’s nobody that feels worsethan I do. I take pride in this joband I kicked the !&%$ out of thatcall and I took a perfect gameaway from that kid over there.
People want to ventThe BEST
case scenario is that they do so on avenue you manage and controlIt is imperative that you proactively open achannel for dialog (even negative)If you do not, other venues that you do not controlwill serve that roleAlso keeps most conversations in a single place –easier to trackEarly warning detection for new crisis dimensionsGives customers a place to come to your defense(sometimes)
It’s not about winning, it’s
about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncourage vehement critics to contact you viaemail or phoneGives them an optionYou’re see as extending that optionRule of 3: Never send a third reply. At that point,take it offline
The “official” channel is irrelevantYour
employees’ occupation is listed on their socialprofilesCall centers are for suckers, people will reach outto any/all employees for answersYou must have a mechanism for keeping allemployees informed during a crisisEmail?SMS?Internal, private blog?Yammer (or similar)?
Document every element of the
crisisMake copies of all tweets, status updates, YouTubecomments, blog comments, etc.Make copies of all emailsAnalyze website traffic patternsAnalyze search dataWhich venue came first, and when?
How did internal notification work?How
did response work?Did specific customers rise to your defense? (thankthem)Were your employees informed?How did the online impact interact with offlinecoverage?
Saturday afternoon email snafu, sending
10+emails to each customerCommunity manager noticed spike in TwittermentionsContacted supervisor at home, and internal emailteamInitially, answered with “yes, we know”Saturday customer support staffing was light,creating long hold times and email response times
Cause determinedCompany-wide email sent to
all employeesHome page apology from CEO Opened comments 87 comments left, many positive12 team members involved in crisis response, on aSaturdayWithin 6 hours, ship righted