JW Maxx Solutions knows that companies commonly make the mistake of thinking something as far as a negative Facebook post or Tweet as a social media crisis, when that really isn’t the case.
JW Maxx Solutions proposes this example, if your computer company issues printers that suddenly set on fire, and pictures are erupting on Twitter and Facebook when the company hasn’t even been brought to light on it, that is a sign of a social media crisis. When a company does not know any more than the public about what is going on, that is the first sign of a media crisis.
A second sign of a social media crisis is decisive change in the norm. A bank receiving local chatter about fees is expected and ongoing, but when a different line of criticism occurs that is when a company should be concerned.
Another sign of a social media crisis is having a potentially material impact on the company. Someone tweeting that Circle K is out of thirst buster cups isn’t as traumatic as reports of employees putting rat poison in the coffee is.
JW Maxx Solutions understands that you must have a listening protocol in your organization. Who is listening to the social web? When are they listening? For what are they listening? Who is covering nights and weekends? When you have a proper listening protocol in place, you are better prepared to turn what could be a potential crisis into something much less damaging.