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Official Facebook Whitepaper: Social Media Crisis Response Guidelines

Official Facebook Whitepaper: Social Media Crisis Response Guidelines

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Published by: Allfacebook.de - Facebook Marketing Blog on Jun 03, 2011
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06/03/2011

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FIGURE OUT WHAT THE PROBLEM IS
 
1. Assess the nature of the feedback:
Determine whether the criticism is conned to key inuencers orwhether actual consumers have a problem with your businessEstablish what the core issues are to respond most appropriately
 2. Determine the validity of the feedback:
If not valid, your response may be more modest and involve fewer internal changesIf valid, respond more tactically using additional guidelines in point seven
SHOW CONSUMERS YOU CARE3. Keep the conversation going:
Post status updates on your Facebook Page that reect the true facts of the issueMaintain a consistent, conversational tone; avoid jargon
MAKE SOCIAL MEDIA WORK FOR YOUR BRAND4. Set up a crisis response team:
Organize your staff to answer complaints in social media in a timely mannerMake sure your team has the appropriate authority to respond swiftly and consistently asproblems come up
5. Use social media tools to reach out in the right way:
Consider taking individuals’ problems ofine using Facebook Messages or email to resolvethe complaintsCreate a separate Facebook Page focused on the issue if it has become a problem for only asmall but vocal minority
YOUR BUSINESS IS ATTACKED OVER A COMPANY PRODUCT, SERVICE, POLICY OR STATEMENT
Facebook © 2011
As social media essentially hands everyone a megaphone, it can be more challenging for businesses tomanage their image if something goes wrong. But just as social media makes marketing more authentic,it also enables businesses to respond to crises in an especially effective manner. The trick, of course,is knowing what to do and when. Here are some guidelines for using social media to manage differenttypes of crises:
Social Media Crisis Response Guidelines

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