Note the background image on Kevin's Twitter profile...

*By ‘some’ I mean a PR agency who you could argue has a profit motive for fear mongering; but nevermind that, I’m going for dramatic effect here.

Regardless of whether this prophesy comes true, I’ve seen many branded social media endeavours that have a definite lack of contingency planning, so a little extra prep won’t hurt.

3 things to help you avoid a Y2.01K crisis:

1. Plans

• add an addendum to your existing crisis management plan that outlines procedures, concerns and considerations that are specific to social media (i.e. public visibility, timeliness, communication channels)
• mobilise an internal response team; stack it to include a PR person with crisis management experience, a social media person who understands the space and a lawyer who can reduce the risk of you getting sued

2. Policies

• create 2 sets of policies:
  • Rules of Engagement: outline employees’ rights, responsibilities and repercussions of engaging in social media
  • Community Guidelines: set rules for users to follow if they wish to participate in any of your online communities (i.e. Facebook Page, forum, comment on your blog)
• ensure both sets of guidelines exist in document form (‘understood’ policies don’t cut it) so that they can be published, distributed, referenced, called upon as proof in a court case – you get the idea

3. Systems

• implement systems that monitor online conversations:
  • keep an eye on your critics and naysayers
  • watch for mood swings
  • create alerts to notify you when sensitive keywords are used in conversations about your brand (i.e. palm oil in Nestlé’s case)
• connect with / enlist your advocates; anticipate issues before they blow up

Prevention is key, but in my next post I’ll outline some ways you can diffuse a mounting crisis.