From Twitter Trolls to Facebook Fiascos: A Guide to Navigating Social Media Meltdowns

Social media has revolutionised the way we communicate, and it has also changed the way companies navigate crises. In the past, companies could control the flow of information to the public through traditional media outlets such as radio, newspapers and television. However, in the age of social media, anyone with a smartphone can share information instantly, and news can spread like wildfire.?

This can make it challenging for companies to manage their reputation during a crisis. Remember brand is what you say about yourself, but reputation is what others say about you.

By following a few key principles, companies can navigate crisis communication in the age of social media effectively.?

Crisis Management is everyone’s responsibility. Your business or organisation should already have a plan for managing a crisis, disruptive issue or business interruption. A crisis communications plan should feed into your overall crisis management plan.

Listen to your communications advisors. A crisis is under way, your legal counsel advises caution, your finance people are thinking numbers but its your comms people who are thinking about your reputation and brand long term. What do your internal stakeholders, your employees need to hear from you? What about your customers or clients? You need to plan in advance and identify all your key stakeholders and what they need to hear. Then respond. Ideally, they should hear from you first, not the media, or social media.

Monitor social media. Social media is a valuable tool for monitoring public sentiment and identifying potential crises. Use social media monitoring tools such as Brand24, Brandwatch and Meltwater track mentions of your brand and industry keywords. This will help you to identify potential problems early on so that you can take action to address them.?

Be transparent and authentic. When a crisis does occur, be as honest and upfront as you need to be. Don't try to hide or downplay the situation or second-guess. There is nothing wrong with saying this is what we know now and we’ll get back to you when we know more. When the advice is to be “authentic” in your communication they really mean show some honesty. And that you genuinely concerned about the impact of the crisis on your customers and employees.?

Respond quickly. In today's fast-paced world, people expect companies to respond to crises quickly. The length of time depends on what your service is and the size of your business. In the case of banks and other essential life goods and services its the same as being on hold on a customer help line. If your business falls into another category it could be up to 24 hours. Put yourself in their shoes, how long are you prepared to wait?

Be empathetic. People want to feel like they are being heard and understood during a crisis. Show empathy for your stakeholders and let them know that you are working to resolve the situation as quickly as possible.?

If you follow these basic principles, you will do much to protect your reputation. In the age of social media, it is more important than ever for companies to be transparent, authentic, and empathetic in their communication during a crisis. You want to do what you can to weather a crisis, and emerge stronger on the other side.