•Control over the content surrounding the crisis (not by hiding or avoiding facts, butby assuring that what is being released into mainstream media is in fact factual)•Assuring customers and prospects that the situation is being taken seriously andthat your corporation is committed to them in good times, as well as through thebad.
Best and worst practices for dark website users
In their pre-preparing haste, many corporations don’t realize that a dark website has thepotential to do just as much damage to their brand over the long-term, that it may dogood in the short-run. This highly depends on your choice of execution strategy.Let’s examine the different ways a dark website can be used, and the affects that thesestrategies can have on your brand in the long-term.
Note: No matter the execution strategy, your dark website should be hosted with a company that can handle extremely high amounts of trafﬁc. The last thing you want is to have your dark website crash in the midst of a severe crisis.
1.The regular corporate website is removed and the dark site is temporarily setlive in its place
In the time of a crisis, customers, prospects, investors and the media willinstinctively navigate directly to your corporation’s website for details. Replacing thatwebsite with a dark site will show that your brand is:•Completely and fully dedicated to the crisis•Committed to providing them with news and updates as they happen•Easily able to add, edit and manage the content in real-time
There are many crucial factors that tend to get overlooked when acorporation decides to take down their entire corporate site and replace it with a darkone. This, on many different levels, is not likely the best strategy for the followingreasons:SEO:It takes a lot of work and a lot of time to build up your website’s searchengine rankings. What corporations don’t always realize is how easily and how
it can all come crashing down. We never know when those crawlers aregoing to come by and crawl through our site, but if they come by and the site istemporarily down or changed, all of your previously indexed pages are going tobe replaced.
Note: If this is your preferred strategy, then be sure to tell Google that it’s a temporary replacement by putting a 503 “service temporarily unavailable” - and to specify the amount of time to “come back in”. Learn more about 503’s here
Dark Websites as a Social Media Crisis Management Strategy
White Paper by Melissa AgnesCopyright 2012