NO NEED TO FEAR, SOCIAL MEDIA IS HERE! | 6 SUPER SOCIAL MEDIA STRATEGIES FOR YOUR ORGANIZATION'S CRISIS PLAN
1. CRITICISM
The first strategy recommended by van den Hurk is "criticism" where she states not to censor comments or responses on your social media that are considered criticism. I think allowing room for criticism shows your audience that all voices and opinions are being heard, whether they be good or bad or whether they are positive or negative comments toward your organization. Possibly, some of the "criticism" you may be experiencing could be constructive for your company in both present and future times so I do not think you should ever really try "sweeping it under the rug" because that would not fix anything.
2. TONE
The second strategy is "tone" where van den Hurk states that how your company responds on social media should not be how one might communicate in the workplace or corporate setting. Your tone should, of course, be professional and polite and with a personal flare. I think this step can relate to the "criticism" strategy because ensuring that the conversations you are engaging with on social media gives you the opportunity to build personal relationships with your clients or whoever comes in contact with your company or organization. Whenever I come in contact with a business as a client or user, I would like to feel that my needs and interests are being sought after if in the midst of an issue associated with that business and I can sense that with how I am being spoken to.
3. ORDER
"Order" is the third strategy recommended in the article. It mentions that some organizations are hesitant when it comes to confrontations or when an issue needs to be handled. When it comes to this strategy, I think it is important to consider when any problem arises because it shows that you care for the well-being of the company and its success. If a company strives to be orderly, I think it enhances its overall organization within the workplace and allows for ease and confidence when handling future crises.
4. LISTEN
The fourth strategy listed is "listen" where it suggests to make an effort to actually listen to the people involved directly, and possibly indirectly, during a crisis. I believe listening is an issue within itself with some companies or businesses so I think once this is achieved, any and all issues or problems can be handled properly and effectively. There is a huge difference between "hearing" and "listening" and I think once companies are able to identify that and truly comprehend it, then they can only go up from any unexpected event.
5. CHANNEL
The article lists "channel" as the fifth strategy. This strategy refers to the different social media outlets that a company or business may use. With these different "channels" of social media come different target audiences, so it is important that the messages you are conveying are suited for those particular audiences and the content of your message may vary depending on the social media platform you are using. Also, I think that companies who make the effort to be well-versed among social media and use more than one platform, have a higher likelihood of building a larger audience, which can then help spread their message when in the middle of a crisis.
6. UPDATE
The final strategy that van den Hurk recommends is "update." With this strategy, it is important that your company's social media accounts are being updated efficiently and effectively, especially during a time of crisis. It is important that businesses stay up to date on information because I think it shows their audience members they want them to be in the know throughout the entire process. Whenever I am directly or indirectly involved with an issue that involves a business or organization that I am loyal to, I would like to know that keeping their "people" updated on the steps they are taking to resolve an issue is a top priority for them in any situation.
After reading this article, I thought it included a lot of important information that any business, company, or organization can model their crisis plans after. The previously mentioned strategies offer a substantial amount of legitimacy and relevancy when utilizing social media when a problem is presented and I think considering these strategies is important to the well-being of any organization or company.
Ultimately, I think one issue I see a lot among different organizations is the lack of social media as a whole. I have dealt with some companies who do not use any platform at all and it is something I have never understood, especially when considering the highly advanced society that we live in that revolves so much around the use of social media and technology. Time and time again, I have attempted to look up a company that I would like to "follow" on social media for business or networking purposes, only to find them nonexistent on any platform or with an outdated website that offers no relevancy to the company itself.
So, when it comes to your company being faced with a crisis, try using these six powerful strategies and they might just save your day. You never know when an "evil villain" may come your way to try and take down your empire.
Has your company or business ever experienced a crisis where social media was a tool to help dissolve it? Did you use any of van der Hurk's strategies to help "defeat" the issue? If so, leave a comment below. I would love to hear about it!
As always, thank you for checking out "Colton's Column." I will be back next week with another story 'hot off the press' so make sure to check it out. Stay tuned!
-CC
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