Don’t make the mistake of waiting for a social media crisis to hit before you have a plan in place. You may think you’re in the world’s most noncontroversial business, or that you couldn’t have a better relationship with your customers, whether they’re consumer or B2B. Those things can both be true, and still, you will one day find your brand facing explosive negative attention in social channels.
At the center of any good plan is the team you organize to jump into action when crisis hits. That team needs to have the authority to post a response. In other words, anyone whose input is required before a response can be made needs to be on the team.
Keep in mind that social crises are a sure way to attract the attention of the executive team. How you handle a crisis will either redouble or alleviate their suspicion that social is dangerous, unmanageable, and not to be trusted. So when it comes to your response teams, you want to make sure you have the best set of decision makers in the room.
Likely candidates include:
