That stories of irate consumers turning to social media to gang-tackle brands have become so commonplace, it can only mean one thing: The time to recalibrate crisis management in a digital world is now. Companies must have in place an adroit team that can fight fire with fire to counter damaging information that is spreading virally on blogs, Facebook, Twitter and other social media channels. Every brand needs to dust off their crisis plan and create a new strategy for crisis management. In a world that is shaped by speed of response, it is critical to monitor what is being said about products, employees, executives and more, creating a new crisis infrastructure and delivering tailored messages to restore and enhance reputation. Recently, The Centers for Disease Control flooded social media with nerves-calming messages about the spread of swine flu.
Capitalizing on the New Crisis Timeline: Issues Management in the Social Media Age
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