Suddenly everybody is talking about social media crises.
I was talking to a neighbor the other day about a conference she attended on social media. She said that a decent portion of the conference was dedicated to social media crisis communications and told me about the Motrin-Moms social media incident .
Do you need a social media crisis contingency plan?
Sort of. If you're a brand name company, your Monday morning meeting should be about how you'll monitor social media and respond to issues.
Before you get to that, whatever size your business is, you should first figure out your social media engagement plan.
With social media, the size and strength of your network determines how many people will hear and share ANY of the messages you want distributed and amplified. Planning what you're going to say, who will respond and what some of these scenarios will be is critical -- but none of your plans will work if your business isn't already engaged.
Why it's critical to start building your following before you have a crisis.
You can't respond to negative criticism or inaccurate statements from your customers, prospects or (in Domino's case) your employees, unless people trust you. They won't trust you if your first You Tube video comes right after a crisis.