Did you know? 70% of respondents are spending more today on direct branded content than they did three years ago.
We’ve all seen the Forbes article and the studies that show us that nearly 80% of business decision-makers believe their company will experience a crisis in the next year. We all know that less than 50% of companies have a crisis communications plan in place. And we certainly all know that less than half of them have a plan that addresses social media or how to use it in a crisis.
As companies marketing in the B2B sphere, we often think that because we don’t often deal directly with consumers, that our presence in social media is only interesting to a select audience. Or, that our brands and reputations are not likely to suffer in a crisis because we’re largely insulated from scrutiny because of the highly technical nature of our businesses and products. But mostly, it’s because 50% of us can’t justify the time or expense of being prepared for something that might never happen.
And that’s where we’re wrong.
Crises are no longer restricted to explosions at a plant, or an accident on the job site, or a criminal act by disgruntled employee. Crises arise online as rumors of layoffs or new corporate acquisitions.They happen by community advocacy groups challenging the construction of a new office park. Good-faith contract negotiations with organized labor can quickly ruin a business’s reputation in a matter of few clicks.
For example the Minnesota Nurses Association has orchestrated its strike entirely on Facebook. Even scarier is the prospect that events that have nothing to do with our businesses or decisions can have an impact on our brands; like Gatorade becoming a trending topic on Twitter because of a gunman’s demand in a hostage situation.
So where do we begin?
Here are few quick tips to get you started in developing your social media crisis communications plan: