Page 399 - Social Media Marketing for Dummies

uniformity in the type of complaints from different people. Also try to under-
stand whether the crisis has geographic boundaries or is limited to a certain
set of people who share demographic traits. Try to unearth whether they are
new customers, existing customers, or neither.
3. Identify and solve the problem.
You have no better way to deal with a social media crisis than by addressing
the problem that is at the heart of the crisis. Devote extra energy and
resources to understanding what the problem is, why people are complaining,
and what the potential remedies may be. This may seem obvious, but many a
company in the midst of a crisis has focused a little too much on protecting its
reputation and not enough on truly understanding and solving the root source
of the crisis.
4. Create lists of key influencers and research their positions.
If appropriate, you will probably want to contain a social media crisis with the
participation of key influencers. Create lists of these influencers — some of
whom may be aligned with your brand and your position in the crisis, and
some against them. Regardless of their opinions, you need to know who is
most influential on the subject. Determine who may be able to tip the scales
and help with your message.
5. Respond frequently and with transparency.
Even if you do not have a response to the crisis and are still trying to under-
stand what is going on, respond to the community. It is critical to show that
you’re hearing their complaints and to explain that you’re seeking solutions.
A social media crisis demands hypertransparency. If you do not operate with
that frame of mind, you’re certain to turn off even more people than you may
have with the core issue.
6. Be open to having the community influence and define the outcomes.
In a social media crisis, many people respond by being even more guarded,
closed, and corporate in their approach to all communications. Although a
crisis may indeed be a tricky time, it doesn’t mean that you should create
additional distance between you and your customers. Instead, depending on
the nature of the crisis, ask the community for ideas on how best to shape the
outcomes. Sometimes, community members may be the ones who will be best
able to provide answers.

CHAPTER 26 Understanding Social Media Governance 383