CRISIS COMMUNICATIONS IN THE SOCIAL MEDIA ERA| WHAT CORPORATE COMPANIES NEED TO KNOW

CRISIS COMMUNICATIONS IN THE SOCIAL MEDIA ERA| WHAT CORPORATE COMPANIES NEED TO KNOW

By Solomon Muleyi

For the past week or so, an international bank has been trending on Social Media for what was reported as bank fraud. The bank’s dirty linen was hung out, to dry. With similar complaints littering the timeline, they were dealt a big blow of brand image flogging. Whether or not the story is true, is a job for the law custodians.  Our focus is a question that lingers on many a mind, how did they allow it to get to that? The reality, of course, is that the advent of Social Media has turned Crisis communications into a complex phenomenon. With Social Media, there is a 24/7 news cycle where stories break, escalate and snowball into corporate image catastrophes before companies can muster as much as a crisis management meeting. You can go to sleep with an intact brand and wake up without 50% of your clientele. While it is a standard that many companies are prepared to respond to crisis situations quickly, accurately and effectively to minimize the impact on their reputation and bottom line, they are operating on an old, ineffective template. It is therefore pertinent for companies to acquaint themselves with crisis communications solutions for the social media era.

Why is crisis communications important for corporates?

Crisis communications is crucial for corporates because it can directly impact their reputation and bottom line. A crisis can arise from a variety of sources, including natural disasters, accidents, product recalls, and data breaches. These events can quickly spread via social media, leaving companies vulnerable to negative publicity and loss of trust among customers, employees, and other stakeholders.

A well-managed crisis communication plan can help a company to control the narrative and restore trust with its stakeholders. But how do you beat all the odds of social media?

Timing.

In a crisis situation, speed and accuracy are everything. But choosing your moment of crisis communication determines whether or not you lose the bout. Use speed to determine the cause of the crisis and establish accurately, the matters at hand. And then quell the crisis immediately, before communicating that it has been resolved. Being cognizant of the time factor helps you avoid the crisis in the first place. In a crisis situation, stakeholders expect prompt and transparent communication from organizations. Delays in communication can lead to speculation and misinformation, which can escalate the crisis and damage an organization’s reputation. On the other hand, timely and accurate communication can help to minimize the impact of the crisis and maintain trust and credibility.

Data Analytics.

Data analytics can help organizations streamline their crisis response by providing real-time information and insights that can inform decision-making. Data analytics tools can help organizations monitor social media platforms for mentions of their brand, products, and services, as well as for emerging crisis-related topics.  This then provides organizations with the information and insights they need to respond effectively to crisis situations. By leveraging data analytics, organizations can monitor social media, measure impact, identify trends, and improve their crisis response efforts. If you’re not using data analytics, you’re marketing and communicating blindly and will most likely cause a crisis for yourself.

Get A Brand Communication Strategy.

A brand strategy is a communications asset that guides how the company communicates. With a brand strategy, companies are equipped with expertly written holding statements that project them in a light that works for their business. But even more pertinently, the brand strategy has a crisis communications plan that enables companies to manage crisis from a template. For instance, elements like tone of communication wherein; organizations are encouraged (as a standard crisis communications response,) to posture as empathetic, responsive and transparent can cultivate trust. Another example is the communication regulations in the strategy that advocates for the focus on success while writing holding statements. A comprehensive brand strategy has so many components that make crisis management very simple. If you haven’t acquired one, talk to an expert. Companies like Adris Digital Africa can help you craft one.

Influencer Marketing

With their huge social media following, Influencers can help amplify an organization’s message and reach a wider audience, especially during a crisis when traditional channels may not be as effective. Influencer marketing can be an effective tool for crisis management as it allows organizations to reach and engage with their target audiences, provide a third-party perspective, counter misinformation, and build community. However, it’s important to select influencers who align with an organization’s values and are trusted by their followers, as partnering with the wrong influencer can harm an organization’s reputation. Companies like Adris Digital Africa can help you manage the process of identifying the influencers, and furnishing them with the processes and information they need to help manage the crisis.Top of Form

In conclusion, crisis communications is more important than ever in the social media era. Companies must be prepared to respond quickly, accurately, and effectively to minimize the impact of a crisis on their reputation and bottom line. The solutions presented above are only but a snippet of what needs to be done. So yes, it is time to rethink your communication plans and formulate crisis communications solutions for the digital era.

This article was published by the Nile Post and also by the Daily Monitor.

By Solomon Walter Muleyi

The Writer is a Public Relations Consultant at Adris Digital Africa.