Take, for instance, security. Should Twitter have more enterprise-level security for its brand accounts, which are increasingly how marketers communicate with millions of fans?
Yesterday’s Burger King brandjacking was an important reminder to brands and their agency and software partners about how vulnerable social media accounts are. These forms of attacks are increasing in frequency, such as Jeep’s recent twitter hack. Surprisingly, Altimeter Group’s research has found from analyzing 50 crises that 76% of crises could have been minimized or avoided had companies been prepared internally
In fact, not using a social media management system in 2013 is roughly equivalent to not bothering to protect your email with a password. But HMV is hardly alone in failing to safeguard its social media accounts. Many of the planet’s largest companies, in fact, remain just as vulnerable.
You can ignore social media, but that wont make it go away. Heres how to manage when it goes off the rails.
Step 1: Create a social media crisis plan before a crisis erupts. That way, you can address damaging comments and reactions swiftly and professionally. By having a plan in place, you hit the ground running — a critical step when a social media firestorm ignites.
One of the things I find very useful is the idea that everyone on the team is responsible for staying engaged and that no one member on the team is carrying all of the burden of communicating with the community. Being able to measure social media updates down to the individual is important. More important is being able to know WHAT updates are being sent by WHO. Not only for crisis control but to see if members on the social marketing team is getting more engagement than others and being able to report on why.