Ran across this interesting article written by David Sarno and Alana Semuels of the LATimes in which they cover corporate America’s surprising and rather clumsy embrace of social media. Using the CNN, Dominos and Amazon case as a studies, the article claims that, when the three major brands engaged with their Web-savvy fans and critics in separate incidents in recent weeks, their responses demonstrated how corporations are still learning how to control their messages — and reputations — in a fast-twitch online world. Take the time and read the article for yourself, do you agree with their assumptions of the relationship between social media and corporate America?
Thanks to the two former employees last week, Dominos has been in the midst of a PR and customer service firestorm. Following the incidents of JetBlue (snowstorm stranded passengers) and Motrin (mommy-gate). According to Emily Bryson York’s article in AdWeek, companies have only 24 hours to respond to widespread online complaints.
Are you prepared?Richard Levick, president of Levick Strategic Communications, isolates four steps every company should take to prepare for this kind of crisis.
1. Identify your crisis team: investor relations, government relations, public relations, crisis communications, outside lawyers, general counsel, digital communications, human resources, multimedia communications experts and an executive team.
2. Imagine your nightmare scenarios and prepare for them — make sure you own all the search-engine-optimization keywords, and that lawyers who specialize in class-action suits against major companies don’t.
3. Track the blogosphere and other social media. Be connected with the major players and be as responsive as possible.
4. Don’t wait. Your response time is only 24 hours.