Angriffen in Social Media trotzen – so funktioniert Krisenmanagement

Angriffen in Social Media trotzen – so funktioniert Krisenmanagement


My name is Thorsten and I am the director for corporate communications at Weber Shandwick Germany. As part of the area of corporate communications we added the area of issues and crisis communications which I have been working with for 10 years now. My name is Johanna, I am working with the corporate communications team in Berlin and I am also specialised in crisis communications together with Thorsten, and especially the aspect of social media. Challenges of protecting reputation nowadays When it comes to protecting reputation in social media, it is important to keep in mind for one that every consumer and user can pressure a company with one click. Another important point is visuality, a smartphone video can be uploaded extremely quickly and doesn’t need any language, and is therefore not limited to a specific country, but can be distributed globally and can through that pressure companies massively. Additional challenges ar the extremely high emotionality with which users influence companies, and the fact that topics are extremely up-to-date, Fake News and Cyber Security are two examples of that. What can companies do? It is always important to think about, what topics could become critical and then to have the courage to confront those atively, before critical questions or a critical situation occurs. At that point trainings are an important aspect, and there we can see nowadays that traditional media trainings [are important] We train companies in media interviews with a camera team present in the room and press requests via mail and phone That is one thing, but the other side – the social media side – just has to be trained as well and we can see that companies are increasingly taking that into account in their media trainings and that it has become an important aspect to check how oneself is organised in that respect. the importance of trainings. Training, training, training – no different than in other areas. You have to practise and train things, Only if I practise can i discover gaps and work on closing them before a crisis develops. And if there has been a crisis in the past, it is important to sit down and look at what was good and where do we still se gaps in order to work on closing them. So, preparation is of course very important but also follow-ups if a crisis occured. Our 3 tips for protecting reputation My three tips for protecting reputation in digital channels are: 1: Be open. 2: Be transparent. 3: And above all, be fast. My three tips are: 1: Know your community. 2: Know the channels. 3. and know your influencers.

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