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Planning for the Worst (and Best) Case Scenarios on Social

Posted 20 January 2017 3:30 PM by Abby Hill, @MoxieUSA, @Ag_Hill

Planning for the Worst (and Best) Case Scenarios on Social

Today, our country took part in one of its many beautiful traditions: the transfer of power from one president to the next.

No matter where you stand on the issues, handling social media (or any advertising) on the day of — and days following — cultural events can be challenging. Furthermore, it seems like every day is a minefield for brands on social. Not only can cultural events bring about chaos, but it seems that crisis looms around every corner.

Long gone are the days of brands deliberating whether or not to get involved in political-social issues, respond to trolls online or take a corporate stance. In today’s climate, the powers that be demand action — and sometimes forcefully.

In short, brands have lost the ability to control every conversation.

Some examples of uncontrollable conversations include a highly scrutinized product launch, criticism from a prominent influencer, an employee’s unfortunate gaffe, your fan base demanding that you take a political stand, a poorly received social post or even something so unthinkable we’ve yet to see it.

Many of Moxie’s clients have turned to our team to help them scenario plan and prepare for how to address a potential crisis that breaks in social media, which prompted us to ask:

Have you considered what to do when the unthinkable occurs?

If not, consider discussing the following:

• What do you say if a product isn’t well received?
• What if a fan asks you your stance on a social issue?
• How do you respond if a troll baits you into a heated conversation?
• Does your brand ignore major cultural events?
• What are the repercussions of taking a stand on a particular issue?
• Is not taking control of the conversation hurting your brand position?
• Will this matter in three months? Or even six or 12?
• What if an issue puts you in the headlines?
• Do you have the right social listening set up to anticipate a crisis before it happens?
• What does your agency advise?

Once you’ve taken a deeper look at these questions, your plan of action may be even more unclear. If that’s the case, we recommend you partner with a social media expert like Moxie, who can strategically and intelligently lead you in the right direction. Because no matter what your category or business, one thing is evident in this ever-changing industry: every brand must have a strong, reliable social media crisis plan. If you don’t, you may be exposed quickly.


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