Be prepared to mitigate or even benefit from a potential brand-damaging incident.
Social media has raised the stakes for brands in multiple ways. Anyone with a smartphone and social media account can create and distribute brand content quickly with the potential to turn an incident into a publicity nightmare. But while social media may look like an enemy in times of crisis, deft management on social media can quickly turn things to your advantage. But where do brands begin?
This session will take you through case studies where you'll learn how to:
- Pre-plan by establishing a social brand health index, a social media crisis threshold that you can use as a benchmark for understanding brand health pre, during, and post-crisis
- Use the index to determine your brand's frequency of monitoring and communications planning across all channels during a specific period of time
- Use the index to understand the short and long-term impact of crisis on consumer perceptions and what your brand needs to do to regain consumer trust