Friday, October 21, 2011
Social Media: A Crisis Waiting To Hit
Do NOT ignore social media!
Not only are the various social media great tools for reaching OUT to your employees, customers/clients/patients/students, financial supporters, suppliers, and others, those same social media can be used to launch an attack on your reputation, your service, product, mission, integrity, business, organization – and if you are not on guard and ready to react immediately, you will lose before you even get started.A just released Ipsos Mori Reputation Council’s 2011 report found that only 59-percent of communications directors say they regularly pay attention to their company’s brand on social media channels.
That’s down from 73-percent in 2010.Perhaps, just as shocking in today’s communications environment: when asked to what extent they actively engage with stakeholders through social media, 41-percent responded “not very much.”
The old axiom about maintaining a relationship with the conventional media, is just as applicable to the social media. When an organization is faced with a public crisis, you can respond and recover quicker if you already have a relationship with the key media that cover you.The principle is built on the idea that reporters who know you, even a little bit, are more inclined to give you a break, or at least consider your “point of view,” than reporters who don’t know you and don’t care about you.
If you don’t have a company presence using social media channels, and suddenly you are in crisis and “show up” you are starting from a much deeper hole that you have to climb out of.