Crisis 1.0 to 2.0, don't ask for trouble

Absrtact: The social media has greatly magnified the probability and the degree of damage caused by the crisis, and all the information is in the spotlight. It does make the major brands have a 100,000-point spirit, but not all brands can choose their own society

Reading：
Social media have magnified the odds and the extent of the crisis, all the information is in the spotlight. It does make the major brands have a 100,000-point spirit, but not all brands are able to choose their own social media strategy, there are many brands must trouble, Drawing on the lessons of this article, we can make our strategy clearer and more reasonable.

Gerald Baron is the chairman of Agincourt Strategies and the founder of Pier Bae. He summed up a video of how news was spread before social media, and the general process was this: events > Public Information officials collect information > information to the Media > media to make the information public.

Before the advent of social media, such programs were more explicit and manageable. Whatever the crisis, its timeline is in the hands of the companies or organizations dealing with the crisis, as well as the media. The public believes that traditional media will give them enough information to understand the causes and consequences of events. The news is also more fixed, and the public will get up-to-date on the hourly news they subscribe to in the morning, evening, evening, or broadcast, while updates to real-time messages on radio and television are rare.

Today, any brand may inadvertently fall into crisis. The speed of social media transmission and the breadth of communication can accelerate the deterioration of the event. In the 1.0 era, small problems that could have been solved very simply, by the time the 2.0 century became a global virus, caused great damage to the organization. Plus the false information that a personal account can release on a public account, which makes it possible for each of us to make a storm of our own.

A 2011 study of the social media crisis conducted by altimeter shows that most of these crises are related to individual behavior. The following figure comes from Jeremiah Owyang, a report called "The escalating social media crisis" (published on August 31, 2011)

A vulgar fast-food restaurant employee can post a video of his frantic stamping in a lettuce basket on YouTube, and college athletes can also post a photo of him at Las Vegas Casino and a pile of money on Twitter, and the definition of personal integrity is now not constant. and social media is to enlarge it infinitely. Social media is not a demon, it just puts all the news in the spotlight and examines it.

Just a glance at the above legend reveals that almost half of these 88 crisis cases must be attributed to irresponsible procedures: the lack of awareness of employees, inappropriate online responses, inability to respond immediately, inappropriate content, community review systems, and lack of verifiable information. If you want to mitigate the severity of the crisis, social media management must take into account the training to know how to use this resource properly!

Of course, by removing the distractions of these personal factors, companies should be more vigilant and responsive when dealing with crises in social media. Like CCTV 2013 3.15 Party exposure McDonald's incident, the latter in the shortest possible time to give a statement on Weibo can fully demonstrate the company's crisis management awareness. Dealing with these crises is not easy, if it is because of the brand's strategic misconduct has serious consequences, it is more to ask. For the next four examples, let's look at how short-sighted these famous companies are in their social media strategy.

@Sony

When I was a boy, Sony was an electronic product brand. Their bold and innovative designs are simply ingenious, so they are perfectly worthy of praise.

I still remember how envious and jealous I was when my brother found out his gift was a glittering Sony mini disc player on Christmas morning. But, sadly, such a great brand also has its downfall. Despite the high price, the previous innovation ability has vanished.

Samsung and LG have proved that high quality electronic products can also be cheap, they are committed to the concept of device integration to make the family more intelligent, and this concept has undoubtedly made them the first choice for consumers.

With 4 million Facebook fans, Sony had a chance to start their new positioning strategy and get back on the road, but the company was completely wrong ...

Intonation and rhetoric

I shudder when I see an account posting like "Happy Weekend". If this is the most creative aspect that a brand can show on the line, what is the illusion of the so-called "superior" product and the "excellent" user experience they create?

David Moth recently studied Sony's socialization strategy by pointing out:

Corporate accounts are updated daily, but to tell the truth, content is really boring: most are extremely product-oriented or self-promotion, including brand new advertising clips, gifts Jiapin, new product Atlas, as well as Sony signed star photos.

As a result, the number of fan interactions is very low, with an average of only thousands of comments forwarded per message, which is simply not as low as other global brands.

Powerless content

When editing social media content, companies still want to discretionary, which is what makes me very angry. It's not good for a company to get a low-resolution or distorted picture from other sources. Yet such cheap strategies are not only on Sony but also on some excellent social media accounts for luxury brands.

@h.samuel

Well, although H.samuel is not the most luxurious brand in the world, it provides essential accessories for the great occasions of our lives-weddings. Any enterprise in this field can get a high profit and see the look of people wearing rings or other jewels, but that is not the case.

Understand the positioning of the product

For this industry, imagination is very important. The inspirational and coveted feeling should be the soul of h.samuel, but unfortunately it only gives people a picture of a white-bottomed, high-pixel product. These weak product picture, only lets the people feel like is the cheap foreign trade goods, how can and attends the important occasion the treasure to compare!

Low price and free trial still ineffective

Indiscriminate bombing of the same discount will undoubtedly add a cheap label to the brand, in the long run, only to the brand's return on investment has a negative impact.

Be sure to be ready before you integrate

The feeble attempt to increase the return on investment from social media has seen their lack of digital strategy, with product links with tracking URLs strewn across the page.

Even more distressing, when I clicked on one of the empty links, I was thrown onto a more tedious page, a site that was not worth the high price.

@Old Spice

Over the past few years, Old Spice has won unlimited acclaim for rebranding through countless offline media outlets. Isaiah Mustafa as a spokesperson produced by the classic slogan, Your man can also have his taste, let the brand straight into the sky, but now it seems that they are at their wits ' ...

Calm down, good PS

The Adobe Creative Suite (Adobe Creative Toolkit) is truly superior to those who quickly create and disseminate influential content, whereas Old Spice UK clearly focuses on the quantity rather than the quality of the content.

Facebook can never replace people's need for Web pages

Old Spice UK does not have its own website, and oldspice.co.uk's page is redirected to its Facebook homepage. A few years ago, I attended a conference on whether Facebook would isolate traditional Web sites, and the results were not unexpected: Facebook could never replace traditional web pages.

@Blackberry

BlackBerry has become a bit elusive over the years, the professional field of the market is its world, but then he unexpectedly want to expand the market to please all consumers, lost direction became an inevitable trend.
2013, the newly released Z10 should be a turning point for the BlackBerry. Offline marketing Highlights, the initial feedback is also positive, but when they turn to social media to expand earlier success, they once again wrong chess.

Don't sell your opponent's products

Apple fans are absolutely unshakable, and they will protect their property at all costs. Unfortunately, they didn't take that into account when the BlackBerry was killed on Facebook to advertise for new handsets. A relatively rough statistic shows that during the campaign the ads touched the audience reached 20 million people. But will you be happy if most of the comments are not attacking your product or recommending a competitor's product?

Customers are focused not only on products and brands

If you're eager to advertise yourself, it's probably because no one wants to get to know you. If all the news is BlackBerry products and services, in the long run, it will bring only drawbacks.

It's a tough task to always advertise yourself, and if you don't have the right product line and a variety of content, do it, and the BlackBerry obviously doesn't have the strength.

As a result, the information is less influential among its 28 million followers and further affirms the idea that BlackBerry is no longer the dominant mobile phone industry.

The future of the public account, look at the apple!

Apple's decision not to follow suit in social media is absolutely admirable. Many marketing experts will tell you how to use social media, most of the situation is to send a message, the more the better! But Apple has made a good example for us, and it tells us that these are not all true. Although Apple in the public account does not count the most messages, but is definitely the most active, what is the secret, please personally go to the Apple account to see it!

Finally, what is the long-term strategy for a social media account? How many accounts can insist content never repeat, forever original? In the end we will still be in an awkward position!