As social media platforms and participation become ubiquitous amongst all demographics it’s more important than ever to understand how to navigate both the calm weather and the storms that will inevitably occur. Social media is an extension of life and as such all the same variables come into play. If a customer loses their temper at your call centre rep they will certainly do so in the more public forum of Twitter or your Facebook wall.
It isn’t just about the huge crisis, it’s about day-to-day interactions where customers are upset with something about the company. How you handle the everyday interactions makes the difference between having a sustainable social presence outside of a “push” campaign mentality. It also allows your campaigns to resonate more as your customers don’t see them as your only use of the medium that they are primarily using to connect with their friends, family, and colleagues.
How do you handle the negatives? Be prepared in advance!
First, before you dive right in know that your company isn’t perfect. This is a tough one for most companies, but it’s true. No one is perfect so accept it and move forward with a plan.
Here are some initial steps you can take to get off on the right foot in social media channels:
Gather a list of known issues from your customer service department and any other customer facing departments (retail managers, etc). Identify how you are working to fix those issues.Check your analytics – are there specific patterns you can discern? Content paths, keywords, time spent on specific pages?Talk to your marketing team – what offers have resonated in the past and which have fallen flat? Talk to your PR department – what kinds of feedback do they get from journalists and investors? Have there been any big crises in the recent past?Conduct a social listening audit across all of your business units and find out what your customers are actually talking about (your brand and your competitors).Talk to your product development team – what’s coming down the pipe in the next 6 months and how will that impact your customer base (be honest about this; will it be received well without any need for spin)?
Now put them all together to determine what your hot button issues are likely to be and craft a plan to ensure your front line social media team can address them properly and transparently. Make no mistake, it isn’t a script, but an outline of who your company really is: a human-centric business.
Taking these steps and ensuring your employees are all operating from the same playbook will set your team, and your brand up to be prepared for any storms that arise (which they inevitably will as they do in the physical world) and hopefully allow you to mitigate them before they can manifest into an actual crisis.
Finally, keep in mind that it doesn’t stop here: the learning, discussions, info gathering etc. MUST continue. Change happens; be prepared to roll with it.