A few weeks ago, the #QuanticoAcademy on Online Reputation Crises was held , an event that aimed to provide our clients and friends with guidelines on how to deal with risky situations on social networks that could damage the image of their brands.
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Milton Vela , General Manager of Café Taipá and specialist in Online Reputation, was in charge of teaching the course, through the analysis of real cases of local and international brands that went through some type of conflict with their Stakeholders.
Below is a summary of the main lessons learned from the course:
No brand is immune to a crisis situation, whether motivated minnesota b2b list a user complaint or an error committed by the company itself, a deliberate interaction by a stakeholder, misunderstandings, etc.
How do you determine if my brand's case has become a crisis?
When the negative issue affecting your brand is reported by influential users on Twitter,
AND when that complaint is replicated in online media, you would be facing a social media reputation crisis.
How should I manage the crisis once it breaks out?
Identify the problem and the factors that caused the conflict, as well as which issue generates the most dissatisfaction or indignation among users.
Act quickly: Provide a quick, honest response that meets the expectations of the user or group of people affected.
Acknowledge the error, if there was one, or clarify the issue publicly. If, as a brand, you are not responsible for what happened, it is also important to communicate the situation transparently.
Assure the community that corrective measures will be taken to ensure that a similar situation does not occur again.
Learn from the risky situation so that, next time, the damage to the brand is minimal or, in the best case, the brand emerges unscathed from the impasse.
What do I need to be prepared for a digital reputation crisis?
Have a crisis plan previously defined with the internal team, in order to define what message will be projected in the event of a crisis, who will say it and when it will be done. There is no better way to face a crisis than to be prepared.
Keeping conversation channels permanently open with your brand's stakeholders. This is so that when a problem or complaint arises, 'the brand' can speak directly with the affected person and provide the respective support.
Have a permanent alert system that allows you to react quickly and in a timely manner. Remember that a complaint can quickly become a crisis thanks to the “immediacy” factor of social networks.
Take action with the public externally and then identify those responsible internally. It is vital to communicate to the community the brand's position regarding the problem and to communicate to them what actions will be taken first, in order to then investigate what happened internally and correct possible errors. In this way, we manage to 'contain' the public crisis and prevent it from further damaging the brand.
It is important for brands to be aware that Social Media is a channel to maximize the message they want to deliver, however, what is really essential is that the company provides a solid value proposition that can be perceived by users directly and in person, and not only through a post or tweet. In this way, the brand's reputation among consumers and the community in general will be solid and positive.
Do you want to check out the presentation given by Milton Vela? You can see it here:
Reputation Crisis, Marketing Will Not Be Enough. from Milton Vela Valencia
Quantico Academy
Quantico offers its clients free, valuable courses for their professional advancement. Our classes propose current and necessary topics. Quantico Academy courses are also an opportunity for exchange and networking with professionals from the most important companies and institutions in the country, who are facing the same problems and have similar concerns, thus creating an ideal learning environment. The first course was presented by specialist Milton Vela at the Costa del Sol – Wyndham hotel on July 21, 2015.