ROCKING Real-Time Brand Management at #RocksDigital
Ignoring social media and review sites is brand suicide – we’ve seen it over and over (a quick search for “Play Dough Extruder Scandal” will give you a prime example of what happens when you don’t handle things). Lissa Duty gave us some real talk about Real-Time Brand Management at the Rocks Digital Marketing Conference.
Brand Management in Response to Conflict or Crisis on Social Media
A GREAT response to potential controversy is embodied in Groupon’s “banana bunker” example – they were prepared for the feedback they were going to get and had someone ready and posting clever responses (seriously…. read the comments – Pure Gold!).
So, how should you and your brand deal with potential conflict or an “already-in-progress” crisis?
Create a response
Draft potential scenarios
Get ahead of the negative complaints
Create a digital marketing campaign to dominate keyword searches
Brand Management Before a Crisis Arises
Better yet, before an incident arises – Have a DEFINED SOCIAL PROCESS
Research your brand and document all the online accounts related to it
Work to gain access/claim all of your accounts
Optimize accounts for brand consistency
Clearly define who can register new accounts
Managing the Process
Create a schedule for monitoring and responding to brand accounts
Social media account access needs to be centralized
Define who is responsible for monitoring and how often
Define company expectations regarding employee participation on social media
Have an Aligned Marketing/Social Strategy
Define project goals and disseminated to all involved teams
Marketing team works in conjunction with social team
POC responsible for ensuring marketing objectives are aligned across platforms
Have Consistent Messaging
Support responses should match across platforms
Website FAQs and online answers consistent
Social and customer service teams need to know what is on the website
Inconsistent answers are a negative customer experience
Keep an Eye on Content Sources
Have pre-approved content to share on social media
Designate 3rd party websites that are approved for posting on social media
Use keyword searches
Have a Response Strategy for Both Positive and Negative Responses
Don’t ignore negative feedback
Have an escalation procedure with a POC name and contact information
Make sure account alerts are being emailed to a social media account that is being monitored
Bottom line: Have a plan for managing your brand, make sure everyone in your organization is aware of the plan and stick to the plan!
Do you have stories of how a brand has handled a crisis well or badly? Share it with us below.