Managing a Crisis: how social media plays a crucial role

Very few people always assume the worst in life; however, that is not the same as being prepared for unexpected challenges. At Limelight Media, we know the only way to be ready for an emerging issue is to have strong brand principles and values in place across your organisation and utilise your communication channels accordingly. In today’s digital age, social media is key tool in your armour.

– Be proactive:

In an era where information and misinformation are presented alongside each other, being able to reach out and offer fact-based and informed content can reassure customers in a matter of minutes. During the Covid-19 crisis, businesses were able to make announcements on hand hygiene, social distancing and changing government requirements in real time – quickly establishing what the public needed to know about staff and customer safety. Companies that went above and beyond to protect ‘their’ people were widely praised but it was social media that enabled them to take those essential steps.

– Clear, concise messaging:

Social media allows businesses share key information on their terms, something unheard of even 10 years ago. You control the initial narrative, you decide what to publish and when and can monitor the response 24/7. The key to success is clear and concise information – as more content is rarely the answer unless you know it’s what your customers are looking for.

– Interaction:

In times of uncertainty, customers will have questions. Having an active and well-monitored social media presence means your business can respond to queries in an effective manner, giving general advice or specific updates about orders, bookings and appointments via various messenger tools. In becoming a proactive customer service channel and addressing queries early, you also guard against the possibility of comments escalating into larger, not-so-positive discussions.

– Be the expert:

When a moment of crisis hits, the tone and content of your channels needs to adapt. Check for any scheduled content and then focus on what your customers need to know. You can advise on new delivery timelines, changed opening hours, a temporary closure as well as the all-important re-opening date in a few moments. A skincare company, for example, might switch from promoting current offers to sharing hints and tips around skincare and mindfulness while the business is closed to the public. Engaging followers in this way reinforces that companies credentials to potential customers, keeps the brand active in the minds of the general public and moves to softer, more emotive language with minimum fuss.

If this guidance strikes a chord, be sure to get in touch. Helping clients to be ready for successes and challenges alike is where the team at Limelight Media excels.

Contact Limelight Media on: info@limelightmedia.ie