Deciding What To Do
In responding to an issue, you must strike a balance between implementing a strategy quickly and slowing down long enough to engage in a coolheaded analysis.
Always consult your everyday social media team and relevant insiders who are key decision makers so that you can make the most informed decisions possible. Use these pointers to keep you on track:
Determine how urgent the situation is: Don’t allow a couple of hot comments to get you anxious that an online crisis is actively brewing, because that information alone can be very misleading. If you believe this is an urgent situation, discuss the solution with all internal parties involved as soon as possible.
Bring in the right people: Consider who from your organization should be brought in on this situation. Contact customer service, sales, or marketing, if those departments are involved. If you need more help, turn to Chapter 16 and familiarize yourself with more in-depth guidelines to crisis communication. Move quickly, though — time is of the essence.
Determine a solution: Once all the parties involved have been consulted, it’s time to determine and begin implementing a strategy to communicate your solution.
Different situations call for different solutions. Sometimes you must come out swinging — and sometimes ...