Is there such thing as a social media crisis?
If you really think about it, what could a social media crisis really be?
In this week’s #crisisready video, I share how I think we should be thinking about “social media crises”. Have a watch and share your thoughts!
Have more to add to this story?
Comment below or use the hashtag #crisisready on Twitter or Facebook and let’s continue this conversation!
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
Hi Melissa,
Completely agreed with your thesis – a crisis is a crisis no matter where / how it occurs. And BTW, I love your point about something going viral doesn’t mean it’s a crisis. Back to the point, I think combining the words “social media” with “crisis” happens for three reasons:
– the article writer needs to give context – in this case, the crisis is occurring on social media, therefore, it’s referred to as a social media crisis. That’s fair.
– calling it a social media crisis ups the sexiness of the story – the downsides of social media are trolls and virality – these give the feeling that the issue is out of control and the company is in over it’s head. Sure, but……
– overuse of the term shows the writer is reaching too far to increase the appeal of the story. Think “food porn” – how many times have you read that title to dress up a pretty boring story. Ugh! Or they may just not recognize the issue you’re highlighting.
For the non-crisis manager, referring to a “social media crisis” is fine. But I think crisis managers and communicators need to be clear a crisis is a crisis, no matter if it breaks in the workplace or in cyberspace. Referring to a crisis as a “social media crisis” needlessly creates more angst among responders who should be encouraged to keep their cool to respond appropriately.
Good point, great video.
Hi Ted,
Thanks for the thoughtful comment. To be honest, I think people just don’t realize that a crisis is a crisis whether it unfolds on social media, in traditional media or both (which is 99.9% of the time, if it is in fact a real crisis). I think people got used to using the term a few years back and haven’t rethought about it in the context of today’s realities.
While the author I refer to in the video was providing a case study on the organization’s use of social media in a crisis, they were still thinking about it (or at least their article gave the perception that they were thinking about it) in the context of a “social media crisis”. This is something we see happen often. But I think it’s important for organizations to think through and understand this main point of “there is no such thing as a “social media crisis”, for the reasons you and I have both mentioned.
Melissa…right on point as always.
I love listening to your simple, straight forward perspective which makes complete sense.
Thanks, Tim!
I agree that it’s more about day-to-day issues management on social media and it being one of many platforms in play during a crisis. Unfortunately, if unchecked, social media rumors and misinformation can be the spark that turns into a crisis over time.
Agreed, Wendy. It can also be a crisis escalator if not monitored and properly responded to in the midst of a breaking crisis.
Social media monitoring is essential for learning about impending crises! That’s the nature of our world today, always connected 24/7/365.
I agree with you 100%, Emily. But it doesn’t change the fact that there’s no such thing as a social media crisis! ;o)