Crisis ManagementWith Social Listening & Monitoring

For more information: Visit www.socialightmedia.com, email howdy@socialightmedia.com, or call 1-267-908-5330

Crisis Management With Social Listening & Monitoring

All businesses are susceptible to crises. Social media has made communication instantaneous, transforming news cycles and turning any crisis into a real-time corporate concern. Without a social-centric crisis management strategy, brands put themselves at enormous risk.

—Overview—

CRISIS TRIGGERS:

MONITORING:

RESPONSE:

MEASUREMENT:

In every industry, there are internal and external crisis triggers. Internal triggers range from lawsuits to product recalls to employee complaints; external triggers may include natural disasters, competitive threats, or customer complaints. Brands must be prepared for any level of crisis.

Having a trained team, clear process, and social listening & monitoring software in place ensures that a business is not only prepared for any internal or external crisis trigger, but also that they are able to assess the threat, assemble the right staff, and build the right response.

Once a threat has been assessed and the team is in place, the story arc must be built and response plan put into action. Real-time engagement with social constituents surrounding the crisis may be in the hundreds or hundreds of thousands and may last for weeks or months.

COMPETITIVE:

Monitoring and external information gathering

Response across relevant

owned media channels

Internal information

gathering and response creation

Measurement is a 24/7/365 tactical process. Brands must be able to benchmark and recognize normal conversation volumes, pick up on a crisis as it snowballs, then monitor and measure as it subsides. Finally, post-mortem reports help transfer learnings to the broader team.

From a strategic standpoint, listening & monitoring activities focused around crises benefit competitors as well. Competitors not only quickly gain awareness of the company’s weakness, but can contextually insert themselves into the conversation, gaining trust and winning customers.

Learn More:

For more information about Socialight Media Marketing, and our services as they relate to social listening & monitoring or crisis management, please email us today.

Software Partners:

For more information: Visit www.socialightmedia.com, email howdy@socialightmedia.com, or call 1-267-908-5330

Key Insights:

‣ Design a crisis game plan ‣ Select the right technology ‣ Define escalation process ‣ Annual team training ‣ Refine governance & policies

Crisis Management With Social Listening & Monitoring

Let’s explore a case involving Boeing and Asiana Flight 214 in the summer of 2013. By having a game plan in place, utilizing the right listening & monitoring tools, having a defined escalation process, and regularly training their staff, Boeing was able to skillfully weather the storm.

—Case Study—

GAME PLAN:

TECHNOLOGY:

PROCESS:

TRAINING:

Boeing had a clear social response plan in place when Asiana Flight 214 crash landed at SFO. Within 15 minutes, passengers tweeted photos of the crash, sparking outcry on Twitter. The brand quickly stepped in with relevant, emotionally intelligent statements across their social channels.

In order for Boeing, a 99-year old 165,000 person company, to be nimble enough to respond to this relevant crisis with lightening speed, they needed a social listening & monitoring platform in place. Boeing was tracking not only product mentions, but industry news and trends.

They also needed the right processes in place, surrounding their social listening & monitoring technology, to ensure that the relevant personnel were alerted, that internal steps were taken to assess the issue, and that an appropriate, timely response was generated.

Regular intervals of crisis management training enabled Boeing to understand the alerts that their platform was triggering, escalate the issue to the right people, and accelerate a response through their process. Without recurring training, speed and accuracy is impossible.

GOVERNANCE:

“I just crash landed at SFO. Tail ripped off. Most everyone seems fine. I'm ok. Surreal…"

David Eun on Twitter: 11:45am July 6, 2013

Having social media governance and policies in physical and digital format, brands can then benchmark and optimize over time. As new issues arise, Boeing’s team continually gets better at managing online crises, saving millions of dollars in customer loyalty and brand value.

“Our thoughts are with everyone affected by today’s incident at SFO. We stand ready to assist the NTSB. #Boeing”

Boeing on Twitter: 1:15pm July 6, 2013

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