1 year, 6 months ago
via ask.inc.com
If a business mistake sends an online lynch mob your way, what can you do about it?
The article below talks about a company that stole content from an author and then responded poorly when confronted. A mob formed and the business has now closed. Short of not making the mistake in the first place, how can this type of thing be prevented?
http://techcrunch.com/2010/11/16/congrats-self-righteous-internet-mob-you-killed-a-magazine/
http://techcrunch.com/2010/11/16/congrats-self-righteous-internet-mob-you-killed-a-magazine/
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M$3 Answers
This type of a crisis happens so often, its earned its own name. We call it a "flash crisis."
Top 5 Strategic Moves for Handling a Flash Crisis include:
1) CREATE A COMMAND CENTRAL – Gather the appropriate parties and decide on a response strategy. During the crisis create a place on your company’s website or blog where you can address issues as quickly as possible via a Q&A document. Provide appropriate information via the company’s Facebook Twitter, LinkedIn accounts etc.
2) BE AS TRANSPARENT AS YOU CAN – Why did the Tiger’s Woods scandal get so much press? Because his PR team did not address the issues from the beginning, leaving the media to speculate causing a flurry of misinformation. First and foremost – be transparent about not being able to answer at the time of the crisis and ensure your key stakeholders that you will provide more information at a later time. Say something. Don’t let your social media audience rule the conversation. Crisis communications is a time where leadership and a straightforward approach is paramount.
3) DETERMINE WHAT CONVERSATIONS WARRANT A RESPONSE – Not only must you have a place where consumers can ask/answer questions about their concerns, but your PR team should determine which questions can/will get answered. Look at the negative conversations to see what people are really thinking, then respond accordingly. Develop an online Q&A at a central location on your website to answer consumer as well as media questions related to the crisis that your company is comfortable answering.
4) USE TRADITIONAL MEDIA – Don’t forget that traditional media will tune into your social media presence as soon as a crisis breaks to get a sense of what others are feeling at the moment. And, they can and will use that information in a story. Get back to the basics – social media isn’t just another tool – it is an extension of your brand’s story. Be sure you are the one telling it.
5) GET AHEAD OF POTENTIAL ISSUES – Consider developing a “dark site” that can address potential crisis situations with a strategic Q&A, messaging and issue-resolution strategies. When the crisis hits, turn the site on and you are ready to address the issues at hand, quickly and effectively.
With more than 3.5 billion pieces of content shared each week on Facebook, 234 million websites, and 126 million bloggers – making tracking online conversations tricky. According to a recent study by PR Week, only 9% of staff monitoring social media has any previous experience in communications. This leaves many organizations vulnerable to crisis situations they may not be prepared to handle.
As a first step, we advise clients to create a crisis action team and process for responding. The process begins with fact finding, identifying whether the issue is in fact a crisis and assembling the appropriate stakeholders to discuss how to respond or not respond. For more information or to learn more, contact Adele Cehrs at adele@epicprgroup.com.
Top 5 Strategic Moves for Handling a Flash Crisis include:
1) CREATE A COMMAND CENTRAL – Gather the appropriate parties and decide on a response strategy. During the crisis create a place on your company’s website or blog where you can address issues as quickly as possible via a Q&A document. Provide appropriate information via the company’s Facebook Twitter, LinkedIn accounts etc.
2) BE AS TRANSPARENT AS YOU CAN – Why did the Tiger’s Woods scandal get so much press? Because his PR team did not address the issues from the beginning, leaving the media to speculate causing a flurry of misinformation. First and foremost – be transparent about not being able to answer at the time of the crisis and ensure your key stakeholders that you will provide more information at a later time. Say something. Don’t let your social media audience rule the conversation. Crisis communications is a time where leadership and a straightforward approach is paramount.
3) DETERMINE WHAT CONVERSATIONS WARRANT A RESPONSE – Not only must you have a place where consumers can ask/answer questions about their concerns, but your PR team should determine which questions can/will get answered. Look at the negative conversations to see what people are really thinking, then respond accordingly. Develop an online Q&A at a central location on your website to answer consumer as well as media questions related to the crisis that your company is comfortable answering.
4) USE TRADITIONAL MEDIA – Don’t forget that traditional media will tune into your social media presence as soon as a crisis breaks to get a sense of what others are feeling at the moment. And, they can and will use that information in a story. Get back to the basics – social media isn’t just another tool – it is an extension of your brand’s story. Be sure you are the one telling it.
5) GET AHEAD OF POTENTIAL ISSUES – Consider developing a “dark site” that can address potential crisis situations with a strategic Q&A, messaging and issue-resolution strategies. When the crisis hits, turn the site on and you are ready to address the issues at hand, quickly and effectively.
With more than 3.5 billion pieces of content shared each week on Facebook, 234 million websites, and 126 million bloggers – making tracking online conversations tricky. According to a recent study by PR Week, only 9% of staff monitoring social media has any previous experience in communications. This leaves many organizations vulnerable to crisis situations they may not be prepared to handle.
As a first step, we advise clients to create a crisis action team and process for responding. The process begins with fact finding, identifying whether the issue is in fact a crisis and assembling the appropriate stakeholders to discuss how to respond or not respond. For more information or to learn more, contact Adele Cehrs at adele@epicprgroup.com.
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M$Report Abuse
Great question. While mistakes will always happen, stepping up as soon as possible to correct the mistake and admit the error are key steps that were missed here in my opinion. The story circulated for several days before any response from the business surfaced, which only made the mob grow bigger. It's silly to think the company or editor didn't know of the online "exposure" as I'm sure she received many emails, phone calls and other contact, so for her to go into a hole and virtually ignore the situation was the wrong move.
Much of the negative press could have been avoided if she would have immediately released a statement admitting fault, sending it to the press, posting it on the official website and on Facebook. Even if the company cannot make it right, like providing the requested donation, etc, right away, that's a big step that can stop a lot of the mob.
Much of the negative press could have been avoided if she would have immediately released a statement admitting fault, sending it to the press, posting it on the official website and on Facebook. Even if the company cannot make it right, like providing the requested donation, etc, right away, that's a big step that can stop a lot of the mob.
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M$
The first step is to admit that there was a mistake and let people know what will be done to correct it. This editor seemed to believe she was above everyone else and that was her downfall in the end. She felt the original writer should have been thankful for her edited version because it was so much better and this was suppose to overshadow the fact that she published the article without permission. Her unapologetic replies made the mob grow bigger. If she had been more apologetic and eager to fix the issue, this would not have blown up so big. Our reactions to a problem can help keep things under control or cause the angry mobs seen in this situation.
images:
You can leave an optional "tip" with Mahalo's virtual currency, Mahalo Dollars. If you are asking a difficult question that might require some research, or if you'd like a wide variety of feedback, a higher tip often leads to more answers to your question.
M$
