Post by account_disabled on Feb 27, 2024 9:14:01 GMT
The web is full of articles that talk about how to manage your online reputation during a crisis on social media . Between those that suggest how to act and those that even illustrate the answers to give, you are truly spoiled for choice. However, few people suggest a concrete approach to analyze the phenomenon in its entirety. In the case of social media crises of a certain magnitude, such as Guido Barilla's radio epic fail on homosexual couples, the risk of getting lost in the confusion generated by the controversy is very high, so what you need to do is first of all listen, analyze and understand, then concrete defense actions can be implemented to stem the controversy. During the last Web Marketing Festival I was pleased to attend the speech by Daniele Chieffi, Eni's Social Media Manager, entitled " Social Media Crisis management and the defense of online reputation" . Here's everything I absorbed during the surgery.
A definition of crisis Even before understanding how to manage a crisis, we need to understand Panama mobile number list what it is and how it is generated . Outlining these concepts, starting from a theoretical reflection, is a good starting point to understand, in the next step, how to act . We can speak of a crisis when something so serious occurs (and becomes known) that it seriously calls into question the relationship of trust between the company and its stakeholders, to quote Daniele Chieffi directly, " the crisis calls into question the fundamental reputational asset of the company 'agency ". Many users, and above all many media, tend to identify as crises the flows of negativity that are generated on the web channels of companies or brands. In reality, the difference between negativity and crisis is that the first does not call into question the relationship of trust between the company and consumers and is often generated due to "surface" problems, while the second concerns the values on which the philosophy of the company itself is based.
How to analyze and manage it Managing a crisis After clarifying what we mean by crisis, let's try to understand how to analyze and manage it. On the operational side we have long established that there are some fundamental characteristics for managing a social media crisis : speed empathy transparency completeness of information But while the operation has been explored thoroughly, the process of creating content aimed at limiting and blocking a crisis is much less clear. Let's see what one of the possible reasons could be to "respond" to the flow of information that develops on social media. First of all we must ask ourselves some questions: what do we really manage when we manage a crisis? In which direction should we direct our responses? Following Chieffi's analysis during WMF17, the process of action for management should start from listening . When a company is hit by a crisis, the first thing to do is monitor online conversations , listen to what people say, how they say it and where they say it. Let us always remember that a critical fact that calls into question the relationship between company and consumers generates anger and disappointment in the latter.
A definition of crisis Even before understanding how to manage a crisis, we need to understand Panama mobile number list what it is and how it is generated . Outlining these concepts, starting from a theoretical reflection, is a good starting point to understand, in the next step, how to act . We can speak of a crisis when something so serious occurs (and becomes known) that it seriously calls into question the relationship of trust between the company and its stakeholders, to quote Daniele Chieffi directly, " the crisis calls into question the fundamental reputational asset of the company 'agency ". Many users, and above all many media, tend to identify as crises the flows of negativity that are generated on the web channels of companies or brands. In reality, the difference between negativity and crisis is that the first does not call into question the relationship of trust between the company and consumers and is often generated due to "surface" problems, while the second concerns the values on which the philosophy of the company itself is based.
How to analyze and manage it Managing a crisis After clarifying what we mean by crisis, let's try to understand how to analyze and manage it. On the operational side we have long established that there are some fundamental characteristics for managing a social media crisis : speed empathy transparency completeness of information But while the operation has been explored thoroughly, the process of creating content aimed at limiting and blocking a crisis is much less clear. Let's see what one of the possible reasons could be to "respond" to the flow of information that develops on social media. First of all we must ask ourselves some questions: what do we really manage when we manage a crisis? In which direction should we direct our responses? Following Chieffi's analysis during WMF17, the process of action for management should start from listening . When a company is hit by a crisis, the first thing to do is monitor online conversations , listen to what people say, how they say it and where they say it. Let us always remember that a critical fact that calls into question the relationship between company and consumers generates anger and disappointment in the latter.