Estimates project 2.44 billion social media users worldwide by 2018. That is almost three times the number of online followers, fans and friends that were connected in 2010.

Considering the U.S. alone, the Pew Research Center believes 74 percent of online adults use social media networking sites. That number also up from roughly 60 percent five years ago (an impressive 25 percent increase).

It is not new to anyone that social media has drastically changed the way we do business and communicate. Twitter, Facebook, G+, LinkedIn and other platforms have amplified customers’ voices, empowering them even more. As more and more clients are connected, the risk for enterprises also grows exponentially.

The quality of products and services has to be impeccable if a company is to maintain an immaculate reputation. Even then, the odds are a small slip might gain traction online and suddenly, an all-out crisis may occur.

That is when a fundamental part of PR and marketing comes in: crisis management. According to the Institute for Public Relations, “Crisis management is a critical organizational function.  Failure can result in serious harm to stakeholders, losses for an organization, or end its very existence.”

Can you imagine the possibility of your business ceasing to exist because of a tiny detail?

We found this interesting Cision paper with some important lessons on “How to Plan and Manage Crisis Communication in a Social World,” see the tips below to help survive a social media crisis:

  1. Don’t panic. “When a crisis hits, make sure to have a checklist. It’s your guidepost. Immediately stop all marketing and promotions, and begin monitoring everything.” Being prepared is crucial. It is practically impossible to know when a crisis might hit, but taking a minute and investing the time to think of the possible weak links in your operation may help. This brainstorming process might even help fix some problems you had not previously mapped out.
  2. Communicate. Being the first to put out an official version of the story is important to control the narrative and to have an account customers and employees can refer to.
  3. Provide a place to vent. “You need to be able to monitor the conversation and respond,” explains Cision.
  4. Adapt existing communications. “Messages need to be tailored for the audience and platform to have the greatest effect.”
  5. Keep the message simple.
  6. Integrate the message across all channels.
  7. Take the crisis offline. “If a press conference or interview is the best and fastest way to resolve a crisis, do it.”
  8. Monitor impact.

An important element is also to analyze the results post-crisis. The knowledge gathered will help map and plan for future incidents. Learning from past mistakes is the best way to avoid errors going forward.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations

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