With United Airlines’ social media disaster going viral last week, many top executives are questioning what is the plan to avoid such an embarrassing public relations nightmare for their own company. Who is monitoring what people are saying about you and your business? And, what do you do when it is negative? What is your crisis management plan?
I spoke with Mike Moran, Senior Strategist at Converseon and author of “Do it Wrong Quickly,” who says it is essential to keep track of the chatter on the world wide web. “The first thing you need is awareness,” he said. “There are people out there who have something to say and they have many different ways to be heard.”
Blogs, Message Boards, Product Ratings… should all be tracked for any negative comments. “That can be challenging,” Moran admitted. “Once you understand the importance of listening to your audience, you need to develop a process to help you hear them.”
How to Be Aware of Potential Problems
To keep track of what is being said about your organization, I recommend implementing a Social Medial Monitoring (SMM) tool, also known as a listening platform. This allows you to monitor and track mentions of your brand, products and competitors. SMM tools provide many different ways to analyze, measure, display and report findings.
Some of the more popular SMMs: Continue reading