The numbers are trending nicely for social media. A new piece of research out this week estimates the global social network advertising spend will top nearly £5 billion next year and approach £6.3 billion the year after. There’s another social media figure on the rise too: despite the increased investment in social, companies are getting blindsided by the social media-fueled PR crisis, as recent research into this shows. Here are a few important tips to consider for integrating social media into your crisis communications plan. They are the most repeated mistakes and misconceptions that lead big brands into trouble with the public.
Underestimating influence/impact of your social media critics at your peril.
Kryptonite is the business school case study here, but loads of brands since – from Target telling the blogosphere they don’t rate Nestle telling off eco Facebook protesters – have failed to understand that bloggers/Tweeters and Facebook protesters may not be The Guardian or The Times, but they do hold plenty of weight.
Giving the online community flashy marketing message when they just want simple, straightforward detail.
These days, companies can get into big trouble for issuing fictitious glowing reviews or trotting out seemingly genuine testimonials by paid actors. Even before these consumer protections were put into place, L’Oreal paid a higher price – it got burned by vigilant bloggers.
Facebook is not just a forum for fans and “Likes.”
Burger King, Nestle, and BP, to name just a few have seen their Facebook pages overwhelmed by critics who want to expose dodgy company practice. Greenpeace has had great success mobilising its followers in a series of corporate Facebook pressure campaigns. BK quickly caved to the demands to cheers. Nestle, on the other hand, shouted back, inviting more opposition.
Culture of unresponsive/uncaring customer service fuels recurring gripes, becomes a PR headache.
Dell learned the hard way that Jeff Jarvis’ customer service gripes were not an isolated issue; a massive backlash was brewing. It just took one well-connected critic to put his finger on it and the avalanche ensued.
For all the fresh money pouring into social media, we would expect the number of errors to rise before companies really get the message that social media investment means more than crafting a just a slick campaign. It means two-way dialogue, transparency and, ultimately, learning from your mistakes.
To read more visit SocialMediaInfluence.com
Filed under: Marketing Tagged: consumers, facebook, Marketing, Online, PR, PR crisis, social media, Social Media Influence, Trending, Twitter
