Social Media For Crisis Management Using Statusbrew

Social Media For Crisis Mangement

Crisis Management through Social Media deals with engaging with the influx of troubled customers or people to address their concerns as fast as possible using social media platforms like Facebook, X(Twitter), Instagram, etc.

These customers are angry, irritated, sad, and disappointed and one needs to be very careful while communicating with them.

The best policy is to assure them, be empathetic, and be emotionally supportive while providing them with clear and detailed explanations and solutions.

Every company or brand needs to have a crisis management plan for social media communication even before the crisis takes place.

But no matter how rational it might seem, thinking about every crisis beforehand is impossible, and hence the brand needs a certain set of guidelines to ensure the best response possible.

Guidelines For Social Media Crisis Management:

Brands should stop posting any kind of content during this period that is insensitive to people going through a crisis like promotional offers, or posts celebrating days, or festivals.

Identify relevant social media channels for increased reach.

Brands should allot and divert resources needed to communicate with concerned customers, like a dedicated team of experienced professionals.

Brands should give extra support and resources to customer support people.

The customer support or customer representatives face immense pressure as they are the first people who interact with affected customers. Giving them needed support and resources makes their work less stressful.

Examples of Social Media Crisis Management 

A popular example is the X handle of the National Hurricane Center @NWSNHC 

It provides important updates about Hurricanes.

Another example that I would like to give is of 

Rhode Island Fire Alerts @FireAlertsRI  run by a civilian. Giving crucial information about the fires in the city.

If people see a fire nearby they tag the @FireAlertsRI and all its followers get notified.


Let’s say you are in a Plant Nursery Business and you sell plants online.

Due to the summer heatwave, the pants started to dry up and your social channels are going crazy with concerned customers reaching out to you seeking your guidance.

  • Some are looking for a solution(Positive Sentiment)
  • Some are angry and believe you sold them faulty plants(Negative Sentiment).
  • Some do not know whether it is their fault or to blame you(Mixed Sentiment).

The socials you’re using are Instagram, Facebook Page, and Facebook Group.

Facebook Group has all the information on plant care and has several posts where earlier customers have shared their issues and you have provided solutions through the comments on the posts.

You also accept new posts and provide solutions to them there.

Your first step will be to categorize the comments and messages as per the required categories,

1)Customer Facing Plant Dryups.

2)New Leads.

3)Pending Plant Delivery.

The second step would be to share links to the

1)Facebook group with people in Instagram DMs, comments, and Facebook Messages, Page comments who need guidance.

2)Product Page to the people who are interested in buying.

3)Delivery Status page for people interested in plant delivery status.

Now juggling through posts, comments, and messages with different requirements will be hectic, cumbersome, and time-consuming. And response to the crisis is the crucial deciding factor.

But what if you could have one dashboard with all the information in one place? with customers classified according to their requirements.

Statusbrew Engage Tool provides exactly this functionality to streamline your workload.

Upon signing up you will be asked to integrate your socials with Statusbrew.

For example, I will integrate my Facebook business page to demonstrate the Engage tool and Publish tool.

Statusbrew Engage Tool

Engage Tool has

All

Under All, you can see all of the people who have messaged and commented on your socials.

You can select the individual and reply to him/her with the help of text, emoji, GIF, and saved replies. 

On the far right, you have Details, Contact Details, Contact Tags, Notes, and Latest Conversation.

Details:

State: Tells whether the query is resolved or not.

Assign: Here a person from your team can be assigned to handle customer queries to the respective customer account.

Very useful because it gives you the ability to assign the right person who can handle the situation most effectively.

Sentiment: Has four options; Positive, Neutral, Negative, and Mixed to indicate the mood of the messenger or commentator.

It will be preselected based on the tone of the conversation but you also have the option to make changes by selecting any of the four.

It helps the team determine the kind of approach you need to have while addressing the customer.

Priority: Has two options; Priority and Non-Priority to designate the query based on urgency. Helping to deal with the more urgent matters as soon as possible.

Priority should be set in case of a crisis to notify the is assistance needed ASAP to the customers.

In my case, Priority will be selected for people facing plant Dryups.

Watchers: Here you can add watchers to your conversation from your team to take their help while solving the query.

Particularly useful to take the assistance of the senior or SME during a crisis.

Inboxes: Here you can add the respective customer account to the custom inboxes that you can create in Views.

Particularly useful for Team Collaboration during crisis management.

Contact Details:

Under Contact Details, you see the following options

  • The social handle of your customer.
  • Text Field to enter Full Name In case the social handle is different from the real name.
  • Text Field to enter Email for further communication.
  • Text Field to enter the Phone Number to call or provide assistance over the phone.

Contact Tags

Contact Tags are like labels to categorize customers as per their queries, ex. New Lead, Customer Support, Delayed Delivery, etc.

Customers facing crisis will be tagged as CRISIS to highlight them to take those accounts first and resolve their issues.

Customers facing plant Dryup will be labeled as Customer support/Dryups.

Notes:

To write important information about the customer which can help identify their situations in more detail.

You can also mention people from your team by using @.

Latest Conversations:

And last, there is the Latest Conversations which show the history of conversations. It helps to track the history of conversations like customer support or any queries from the customer.

Assigned To Me

Remember the Assign under the Details above where you had the option of assigning a person.

If you assign yourself the customer account or if your team lead assigns the customer account to you. 

You will see the name of the customer under Assigned to Me

Shared with me

In Shared with me you can see a list of customers when you or another member select your name in the Watchers.

Priority

If you select the priority you can filter all the customer’s accounts based on the Priority and hence can tend to them ASAP like in case of a crisis.

Views

Below you can create Custom Views where you can create a version of your inbox and choose to share it with all the team or specific team members. 

Team Views

In Team Views you can create a Team inbox and add collaborators to collaborate on customer accounts helping you to use the the subject matter expertise of your team to solve the customer query.

Statusbrew Publish Tool

The Publish Tool is useful for creating and scheduling posts.

You can also use the Publish Tool to manage a crisis by creating a post with useful information to address a current crisis and future crises in advance by scheduling posts for a particular date.

In my case, the customers are facing plant Dryups due to summer.

Creating a post with guidelines to protect the plant from heat can help me reach a wider audience.

Next year too during summer the customers will face plant Dryups and it will be very beneficial if I can warn them about the possible Dryups beforehand.

So I will also create a post and schedule it for next year before the onset of summer.

Publish tools have the following items

All Posts 

Create Post:

On the Right Side in the Corner, You have a Create Post Button to Create a Post with a drop-down option to also create Twitter threads and stories.

After clicking the Create Post you can select the social profiles on the left side that you want to post on. 

In the middle, you create a post and on the right side, you can see the preview of your post.

This is useful for creating posts and schedule posting on multiple profiles thus reducing efforts and time.

Which enables quick response during a crisis.

Add Filter:

On the Right side, you have Add Filter where you can filter various posts based on Profiles, Network, Users, Post Type, State, Plan, and Tag.

Using these filters reduces work in searching the required posts thus enabling faster response in crisis management.

Lists:

In Lists will see all the lists of posts that you have created and also get the option of creating the posts on a particular date.

This is useful to create posts targeting particular dates like holidays, festivals, etc.

Week:

In Week View you get a weekly view with options to select different weeks. It is useful to see what is scheduled on a particular day of the week.

Month: 

In month view you get a monthly view with options to select different months.

This is beneficial to look at the scheduled posts or to schedule posts for particular seasons.

Grid:

For a Grid view, you need to integrate Instagram accounts to see the grid view.

Assets:

Assets have all the collections of images and videos that you have used in the past and you also can add new assets.

You can use these assets to create new posts. This is a great help because maintaining assets on local devices restricts the team from accessing the assets. 

This restricts them from creating posts as they will need to wait for the required assets from the team members.

Past Performance:

Here you can see the performance of the post; Engagement, Impressions, Clicks, Comments, Likes, and Reached.

Gives you an idea of how many people it reached and is read by the people. If it reaches a lot of people the frequency of posting can be kept less, if it reaches fewer people the frequence of posts will be needed to increase so more people get the messages.

Shared With Me:

Lists of all the posts that your team has shared with you. It helps in reviewing, giving input on the posts, or just collaborating to refine the posts.

Let us say you are a graphic designer and you are collaborating with an SME to create a post with the necessary information. 

You can simply ask the SME to write all the info and share it with you.

When the SME shares the posts with info you can design it and schedule it

Drafts:

Lists of the posts that you have created or are in the process of creating but have not scheduled to post or haven’t posted yet.

Needs Approval:

Lists of posts created by your team that need your approval or the lists of posts created by you that need team leads approval.

It is very beneficial when multiple people are managing your social media and one person is in charge of making sure the right message goes out. 

Which is usually most important during crisis management.

Rejected:

Lists of posts rejected by you or the team lead.

Failed:

Lists of posts or scheduled posts that failed to post 

Recalled:

Lists of Posts recalled after posting due to various reasons like they need corrections etc.

Past Reminders:

Lists of Reminders to Posts.

Views:

In views, you can create a view that you can share with all or specified users to share it with your team. With the help of this, you can collaborate with your team members.

Frequently Asked Questions

1)Benefits of Social Media During Crisis Management.

Broadcasting

With the help of social media, you can send messages to a large population.

Reach where the customers are

People are already on social media and you can reach them irrespective of location, time, etc.

Direct and Correct Communication 

When information is relayed through multiple people it tends to get changed due to an information gap.

Social media can help to give out the original information without the manipulation of the information  

2)What are the Five C’s of Crisis Management?

Composure 

Be calm and assuring while addressing the issues of the customers.

Clarity

Give clear instructions so the customers do not get confused.

Confidence

Be confident and positive that you will find the solution to the customer’s problem

Concern

Show the customer from your communication that you care and help him with utmost concern.

Commitment

Stay with them for as long as needed to resolve the issue.

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