Role of Social Media In Crisis Management
PR and Social Media go
hand in hand when it comes to protecting your brand. With the increase in
value of a brand’s image, it becomes important to maintain that image against
any crisis. The rapid emergence of social media (i.e. internet, social
websites) has lead to a standardization of crisis management, in which one has
to focus on 360 degree image maintenance. Also results from many real life
industrial crisis management examples show that the medium matters more than
the message. When most people think about the advantages of using social media
for business, they immediately think of the marketing benefits. However, many
businesses have started using social media as a tool for listening and
providing customer service which helps in building loyalty of the customer.
In the situation of
crisis, social media can prove to be a great tool in generating a positive stir
for the business. A crisis can include anything from a simple
website outrage to negative publicity.
Now the question stems
as to why should any organization be concerned about social media’s influence
on their image? The answer is: social media is the only platform that
allows consumers to spread their opinions wide across with the speed of their tweet.
A person who may look
ordinary to you can have hundreds of followers in the virtual world. So, it
becomes very important to tap the need of the hour or else one bad
experience may circulate to the masses in no time. PR with its quick-witted
approach provides consumer relevant content to engage target consumers with the
organization. The objective is simple; people who support you in the times of
dawn will defend you in the moments of dusk. Maggie stands as a live example of
such crisis management. The relationship between crisis management and social
media can be argued upon endlessly but one cannot deny that social media is an
early warning system for customer sentiments.
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