Monitor conversations and stay aware of crises with a social media listening tool Setup keyword searches and Google Alerts to monitor chatter Nike and Chick-Fil-A are regularly criticized for company ethics. This is social chatter. When a markedly different line of criticism happens, it is a crisis. Subway( for example): A tweet on how Subway left mustard off on a sandwich is not a crisis. Consistent reports of food poisoning from Subway is a crisis Find the fine line of difference between a crisis and a social chatter Create a crisis flowchart, specify who should be contacted in different scenarios Frontline social media and customer service personnel must keep detailed, up-to-date, contact information for all executives

With new projects, experimenting with content strategies across various platforms to find optimization is not uncommon. However, if performance indicators show that our studies aren't producing beneficial outcomes and a platform transfer is required, we must act quickly. Concurrently, I believe we should: - Continue to maintain our existing platforms, minimizing the need for creative efforts and content allocation. - Intensify our focus on content that performs well on more effective platforms (potentially the best, based on our measurement process) or continue exploring and experimenting with other platforms that may offer greater potential. 🍓 🍓

I believe that in a social media crisis, context dictates the best approach, but generally, transparency is key. If the issue is public and affecting the brand's reputation, I think it’s important to address it publicly, showing that we are aware and taking steps to fix the situation. This demonstrates responsibility and commitment. On the other hand, if it's a specific problem affecting an individual or a small group, I prefer to handle it privately, respecting privacy and resolving it more directly. Silence is only useful if there's a risk of making the situation worse by responding too hastily.

1. Public response: If the issue is widespread or affects your reputation (like the United Airlines incident in 2017), address it publicly. Acknowledge the problem quickly on social platforms with empathy and transparency. 2. Private response: For individual complaints or small-scale issues, respond privately first. Use DMs or emails to resolve matters one-on-one, like Nike did with customer service. 3. Combination approach: For complex crises, start with a public statement to show accountability, then handle specifics privately, just as Starbucks did during racial sensitivity issues. Timely, honest communication is key to minimizing damage.

Always address issues head on. Monitor the situation closely. Agree lines and ensure they are coordinated across the senior team. Ensure you have the full story before saying anything substantive.