In today’s digital age, while it is possible to build a brand in days or weeks, it is also quite easy to have its reputation tarnished in hours. Negative conversations spread like wildfire, especially when accompanied with the immediacy of social media.
A crisis management firm in India as well as abroad needs to help companies set up processes to avoid crisis--but then, can we ever truly anticipate a crisis? Maybe to some extent we can prepare for possible scenarios, but it always helps to know the basics of handling an issue when it first comes to surface while you prepare a management system.
When a crisis erupts online, regardless of whether it is the company’s fault or not, it needs to be taken care of with a plan of action. Here are a few things to make sure the situation does n’t take a turn for the worse while you’re busy figuring out the process:
1. Acknowledge: When a crisis breaks online, the community expects to be responded to and not ignored. Hence, it is important to acknowledge and say “we know” and “we’re ready to help”, even if you don’t have an explanation at that point in time.
2. Speed matters: An on-ground crisis might take hours or days to get amplified, giving you enough time to plan but when the same happens in the online space then every second counts. Make sure to respond and activate damage control at the earliest. It is beneficial to select and implement an appropriate monitoring system to keep a tab on all conversations.
3. Transparency is the key: You messed up and the whole world is going crazy, burying your head in the sand won’t help. Make sure you’re not deleting messages or comments as it conveys that you have something to hide.
4. When you apologize, be truly sorry: When you’re addressing your customers’ concerns, put in some effort to give a thoughtful reply to make them feel valued. They’re complaining because they have a problem with the brand or its product, not you. Try not to take the comments personally and make your apology seem genuine.
5. Constantly keep them updated: While you’re fixing the problem and setting in place the plan of action, make sure to keep your social community up to date on the status. It is okay to say, “We’re fixing the issue and will keep you updated”, instead of going cold turkey.
These steps might not guarantee fixing the problem, but they will help you control the negative amplification. With everything going digital these days, a competent crisis management firm in India can help you maintain your brand’s reputation in case of a crisis. It is up to you how you intend to utilize them. How a crisis is managed reflects on the brand and can make or break it further.
