Written by
Laura Street
29.10.2024
Date
29.10.2024
Read Time
4 min
Proactive social media crisis management: Engaging stakeholders effectively
Social media has transformed how businesses interact with stakeholders, offering unprecedented opportunities for real-time engagement and brand building. However, it presents significant challenges during times of crisis. As the number of platforms and social media users continues to grow to over 4.8 billion in 2024, organisations must adapt to rapidly evolving landscapes while navigating new legal and governance frameworks
Here, we’ll explore how businesses can use social media for proactive crisis management, offering actionable insights, best practices, real-world case studies and a readiness checklist to help navigate crisis situations and engage stakeholders effectively.
The importance of proactive social media crisis management
Social media provides a platform to respond to questions and challenges in real-time. However, during a crisis, managing this communication becomes significantly more challenging. A recent study found that 65% of consumers expect a brand to respond within one hour of a crisis occurring and delayed responses can result in a 20% decrease in consumer trust. The influx of public and stakeholder interactions can overwhelm a business’s communication team.
Challenges in real-time crisis communication
Crises require businesses to develop communication strategies proactively to avoid being reactive. It’s crucial to ensure the accuracy of information shared during a crisis, aiming to respond in a timely but considered manner. Responses should provide resolutions or assurance while considering legal and regulatory frameworks.
Developing a digital crisis management strategy
Pre-crisis planning
Periodically identify and assess potential crises that could affect your business. Staying in touch with stakeholders and being aware of issues that may pose future risks are crucial aspects of pre-crisis planning.
Establishing a crisis management team
Create a detailed plan that encompasses specific protocols for social communication, including key messages and templates for swift responses. Train staff thoroughly on the social media crisis management process, ensuring familiarity with legal standards and industry regulations.
Effective crisis communication
Ensure clear, consistent and resolution-based messaging across all communications to reduce miscommunication during a crisis. Incorporate videos, live broadcasts, interviews or visual aids, where appropriate, to enhance the impact and clarity of the message.
Post-crisis management and analysis
After navigating a crisis using digital tools, conduct a comprehensive review of your response strategies to identify successes and areas for improvement. Gaining insights from this analysis will bolster future crisis management planning, and help build and maintain trust with stakeholders.
Legal and regulatory considerations
The Advertising Standards Authority (ASA) has broadened its jurisdiction to include marketing communications on company websites and social media platforms. This change introduces a higher level of accountability, requiring that all related company posts on social media and websites are honest, accurate and legally compliant.
The impact of social media on businesses
Neglecting social media or poorly managing it can lead to reputational damage, as unresolved complaints and negative reviews quickly undermine public trust.
Conversely, a well-managed social media presence boosts a company’s reputation and positions it as a leader in its industry, providing a competitive advantage. Proactively engaging with the audience enhances customer loyalty and drives sales.
Conclusion
Effective crisis management in the digital age demands a strong strategy, especially on social media. Businesses must be prepared with a solid pre-crisis plan, skilled crisis management team, and clear, consistent communication. After a crisis, reviewing and improving strategies is essential to build trust with stakeholders. As regulations change, companies must stay transparent and legally compliant.
Social media crisis management readiness checklist
Pre-crisis planning
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Risk assessment: Regularly identify and assess potential crises that could impact your business.
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Stakeholder mapping: Maintain an up-to-date list of key stakeholders and their concerns.
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Monitoring systems: Set up tools to monitor social media for brand mentions and potential crisis signals.
Crisis communication team
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Roles and responsibilities: Define roles and responsibilities for each team member.
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Training: Ensure all team members are trained on social media policies and crisis communication protocols.
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Contact information: Keep an updated contact list for quick coordination.
Crisis communication plan
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Key messages: Develop and pre-approve key messages and templates for various scenarios.
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Response timelines: Set guidelines for maximum response times on social media.
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Legal compliance: Ensure all communications comply with relevant laws and regulations.
Technology and tools
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Social media management tools: Use tools for scheduling, publishing and monitoring activity.
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Alert systems: Implement systems to alert you to spikes in social media activity.
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Access controls: Secure access to social media accounts to prevent unauthorised use.
Post-crisis analysis
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Review and debrief: Conduct a thorough review of the crisis response.
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Report creation: Document the response and outcome for future reference.
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Strategy adjustment: Update strategies based on insights gained.
Ongoing engagement
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Regular updates: Keep stakeholders informed with regular updates.
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Feedback loops: Create channels for stakeholder feedback.
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Campaign approach: Maintain engagement and trust through continuous campaigns.
By following these guidelines and being prepared, businesses can effectively leverage social media and manage crises proactively, ultimately building stronger relationships and trust with their audience.