What is the best way to handle crises in social networks?

Never more true that old saying "Better safe than sorry." When it comes to facing a crisis of our brand or service in social networks, prevention is essential. This translates into having an updated crisis plan and, of course, developing possible strategies to deal with it. Here we explain how.

Prevention first of all

Be clear about these principles:

- At some point in your online life, your brand will suffer a crisis.

-The rage, according to a study by Peking University, is the feeling that tends to reproduce faster in networks.

-Not alone is enough to act quickly. You have to do it with intelligence, skill and respect.

-Evaluate. Review your strategies, objectives and achievements. Forever. A well-monitored account can "feel" when a crisis is about to occur or in an incipient state, where it is occurring and act immediately.

 Consider some of the monitoring options Sprout provides.
With all this internalized, it is necessary to think about developing a plan that can face a crisis in the networks. Ready?

The value of experience

It is important that the position of Community Manager, CM, is in charge of an experienced person. There are known cases of confused CM who, sometimes without giving themselves and sometimes for revenge, have published personal content using the company's account. Or simply unreasonable comments.

The clear rules

Although the vast majority of websites, communities, apps and networks, in general have their "terms and conditions" (which we often accept without reading them in its entirety) it never hurts to share this information with your audience as you make it clear what Behaviors and comments are allowed. Leaving the "rules of the house" explicit gives you arguments to later point out behaviors that have violated these rules. And in this way, your response or reaction does not correspond to an impulse if not to a company policy.

The plan

It is vital that you have a network crisis plan because on the internet the news is spread with great speed and you can not wait to have a problem in progress to just think about what to do. Remember that the reputation of your company is also at stake. As Warren Buffet says: "It takes 20 years to build a reputation and five minutes to ruin it." And it is also true that, unfortunately, it is this type of event (the crisis) that leaves its mark on your brand.

Now, let's move on to action! A crisis plan should include:
-Guide to identify the type and magnitude of the crisis. What is the company's global policy on social networking issues?

-Roles and responsibilities of each department of the company. Who to contact in certain scenarios and times (nights or weekends?) Ask yourself: no matter where in the world or the time you are in, can you have a video of your CEO in a maximum of 4 hours? Answer is negative, you are not prepared for a crisis.

-Information of contact (telephone and personal mail) of key collaborators of the company: owner or general manager, marketing director, responsible for networks, customer service department, in charge of Public Relations, Human Resources and legal area (if any) .

-Process to follow for the approval of the messages that will be published in networks. -A communication or model communication pre-approved in case of crisis.

-Plan of internal and external communication: how the crisis will be communicated inside and outside the company.

A preparation exercise is to carry out simulated crisis within the company. Consider the possible worst scenarios and implement the plan described above. This will allow them to adjust strategies and workflows.