Unlike other communication channels, the
internet is a very democratic environment, where access to social networks allows
ordinary people to have their say, acting as online influencers.

This freedom has streamlined the work of companies and public
figures, bringing brands closer to their audience, making possible to further interact
and spread their concepts in a more effective manner.

On the downside, controlling or monitoring opinions about you or your brand is
not always possible, given how ease is to express opinions on the internet.
Therefore, a major concern for anyone who is popular on the internet is to maintain
a good reputation online. Luckily, there are several ways to deal with digital
crises: you just need to learn how to detect them and what to do from there.

What is
a crisis on social media?
Finding out that someone left a negative
comment about you or your product is a bad thing, but not necessarily a crisis.
You should pay attention to three symptoms when identifying it:
1 – You
don’t know exactly what’s going on
It is common to find slightly different
information about it. You know someone mentioned you or your product, but
you’re still unaware of all sides to the story.
2 – Sudden
increase in comments
You are used to receiving a number of
interactions per day, but in a crisis, there is a hasty change in the volume of
visits and comments. If you are getting a substantial number of negative
comments in a short period of time, stay tuned.
3 – A
major public interest subject has been raised
You may recall when Zara had its name
linked to slave labor. It’s easy to understand why the case has become a
crisis: it was a negative subject arousing public interest – bad news tends to
spread faster on the Internet. 
The Ruffles
A recent and well-known crisis management
example in social networking is the Ruffles potato chips case. The company
identified that users were complaining about the ratio of chips to air in each packet
of chips. The topic became a recurring joke on the Internet, with plenty of shares
and interactions.
The company managed to solve it in a fun
way: after listening to their customers and analyzing the criticism, the
company created a rather instructional infographic explaining that the air was
necessary to maintain product quality. Within a month, the post brought over
four thousand new fans to the brand’s Facebook page.
What is
the best way to overcome a crisis?
Keep an
eye on the net
Some disasters can be prevented if you
give attention to this simple fact. Stay tuned on major news sites, social
networks and search engines.
The most appropriate action in cases of
crisis is to publicly acknowledge the problem as quickly as possible. That’s
because those who suffered damages due to the crisis will demand answers and will
complain until they appear. Your first comment should be something like
“We understand that something happened and are currently investigating it.
We will give our official position on the situation as soon as possible”.
Be considerate
Don’t post topics unrelated to the
situation/problem and turn off postings, promos, tweets, and all sorts of
scheduled content.
your public well-informed
To avoid misunderstandings, be
communicative. Be consistent, use actual data and avoid slangs.
Allow your fans and followers to express
their views and observe how they are assimilating your answer. Encourage
comments and thank those who came to support you. As for negative comments,
never lose control.
  • Learn
    from feedback
Make copies of emails, posts, comments,
etc. Analyze the traffic received, understand where the crisis began, when and
why it has spread. Use this information to create a protocol capable of
anticipating and predicting unusual situations.
Lastly, don’t sit and wait for a crisis! Create
a spreadsheet with listing procedures to guide your actions whenever crises
occur. This planning may help preserve your company’s reputation and popularity.
By the way, have you checked your popularity today?

ShareShare on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn