Create a Mini Case Study for Your Brand.
Most brands and large companies don’t really figure out what social media is or what it can do until it is affecting their bottom line. (Not usually in a positive way either). Despite the best efforts of savvy in-house marketers and agency advisors, companies stumble down the wrong path due to hubris and an inability to understand the landscape. (A blog is not an online newspaper.)
What usually ends up happening is a protracted battle between those in the know and those clinging to the old ways. Guess what? Until those people see what can happen in real time? They won’t be on board and will be happy to send out legally sanitized (and unintelligible) social updates.
This usually happens when a recommendation is overruled. Something blows up with the brand and people run around with their heads cut off for a few days before figuring out that you were right.
Don’t sacrifice your client’s brand for a lesson.
This is never a good idea, but I’ve heard of marketers sabotaging brands on a minor level to make a point.
My suggestion: Set up a “training scenario” with Facebook or Twitter where you release virulent information or demonstrate what would happen in real time with a brand conducting the warned against action. We have simulators for almost everything else…and the sessions could be as short as five minutes. The key is having hands on interaction as the situation is unfolding.
Think of it as a crisis planned by Communispace.
This shouldn’t be that hard to deploy and roll out. Takes a few programmers a few hours and you have a training simulation for people on how to deal with and implement social media. (A company could also sell this as a standalone product later to recoup costs or even make a profit.)
Think this could be implemented effectively? Any downsides? Concerns? Questions? Can’t wait to hear them.
Photo Credit: ryanwick
If you enjoyed this post, please consider leaving a comment, showing us some social love or subscribing to the feed to have future articles delivered to your feed reader.
tagged as avert a pr crisis, controlled fire, marketing case study, pr crisis aversion, social media case study, social media crisis control, social media lesson
{ 3 comments… read them below or add one }
I think crisis communication is imperative. You never know how you're going to react in the crisis until you're in it, but if you have some training and understanding of actions you can take it will alleviate some of the pressure.
I really like your idea about turning this to social media “training scenario.” Great biz idea, run it
I think crisis communication is imperative. You never know how you're going to react in the crisis until you're in it, but if you have some training and understanding of actions you can take it will alleviate some of the pressure.
I really like your idea about turning this to social media “training scenario.” Great biz idea, run it
I think crisis communication is imperative. You never know how you're going to react in the crisis until you're in it, but if you have some training and understanding of actions you can take it will alleviate some of the pressure.
I really like your idea about turning this to social media “training scenario.” Great biz idea, run it
{ 2 trackbacks }