We’re on day three of ideas for measurable social engagement strategies for corporate communications. If you haven’t found a good reason to get your organization engaged in online social networks — even in a small way — as part of your day-to-day business, here’s a good place to start.
Idea #3 sits right in the wheelhouse of corporate communications: Being ready for the crisis.
It’s true that if you keep your head down, you’ll probably be OK for a while. But eventually, something will happen. You’ll recall a product. Or well-connected customer decides to vent theirproduct/customer service frustrations on you. Or some ‘enterprising’ employee decides to make a video ‘unbecoming’ of the brand. Or an energized group of consumers decides to be offended by your new ad campaign. Should your brand’s first participation consumer and influencer communities online be an apology?
Again, it pays to be watching…and listening. The earlier you catch wind of a brand or reputation crisis the better. What if, like Comcast, you keep an eye on Twitter for service complaints and make sure they are handled? The better connected you are with those online communities, the easier it will be to respond. The better you understand online communities and social networks, and how you’ll get the word out in crisis, the better for your reputation as well.
Measure in how long the sales hit lasts — if at all.