Conversation Agent - Valeria Maltoni - Applying Risk Communication Principles to Social Media Crisis

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Sorry about the negative flavor of my first comment, it wasn't my intention...positive is just as powerful if not more. With our clients, we've seen less than 3% of the engagement containing negative connotations but it is the main fear I hear from executives who are not socially savvy.

Empowering conversation around positive things or engaging with fans who have large friend/follower counts is even more important from a customer service stand point.

Also, keeping the employees involved in the conversation is an internal morale booster and HR benefit for finding stars on the payroll.

Taking action is important to show intent. If you do a great job with your communications and feedback loops, customers may even trust you that a private message will be taken care of and never post about that issue publicly. Often, not always, an issue snowballs because nobody is willing to take ownership of the call, question, etc.

However, I want to reiterate that taking action doesn't mean reacting, or caving under pressure. We do more harm than good when we detach the communication in times of crisis from the company's vision and values and do not take enough time to research the issue as necessary.

Bravo to this topic! Listening and monitoring is not enough. A company has to be prepared to take action quickly and notify the right people (even those not on the SM team) to handle any issues that arise.

A prime example of this is legal issues. "I fell and broke my leg, I'm going to sue you..." The attorney isn't on the SM team but surely they should know what was said and document that comment. The bigger question is do you keep it up or remove it from the public view?

How long does it take for action on a serious situation? Minutes, hours, prepared is your business?

Director of Enterprise Engagement

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