Comment mesurer l’impact des réseaux sociaux sur la communication de crise et la réputation de la marque ?

Crisis communication does not mean take all conversations offline, convert comments from negative to positive. Owning up and providing transparency during this time is important. It takes time and effort but during this time do not go by the handbook. Don’t forget to add the human touch to all communication, during this time the people raising an issue or asking questions need you to be genuine. Go into manual mode and win back the trust of the users/community. Your goal should be to ensure all replies and responses to be “Genuine” not scripted or auto generated responses. Show that you are vulnerable as a brand too and you can also make mistakes. Nobody is perfect!

First things first, - Stop all advertising outreach and promotional campaigns. You don’t want to sound tone-deaf as a crisis looms over. When a house is under attack, all hands need to be on deck to save it not go and attract more residents - In the physical world, if the issue concerns two people or parties they talk and sort it out, similarly, on social media too - deflect the crisis online to an offline space; set up time to talk it through in a neutral space. Don’t exchange verbose explanations online for the whole World Wide Web to have a go at it. Once the matter gets resolved, post a brief closure online. -Your statements need to sound like lay people; force yourself to stay close to human speak not standard, canned BOT speak

At the core of effective crisis communication lies the fundamental objective of preserving trust in a brand. This communication should be underpinned by proactive and regular communications is key in establishing trust. Transparency is paramount, necessitating a forthright disclosure of information. Demonstrating empathy through active listening to customer feedback and concerns is crucial as well. In this context, social media plays a multifaceted role. It provides a dynamic platform for two-way, real-time interaction between a brand and its key stakeholders or customers. Social media facilitates communication on a broad scale, reaching a wide audience, while simultaneously allowing for personalized, one-on-one engagement.

The most effective approach to crisis communications involves open dialogue, utilizing both our own platforms and external ones such as media or partnerships, or running them concurrently. Discuss and define the issue, devise a solution, and clearly articulate what we aim to achieve—a well-defined measurable goal. Choose an approach, channel, and method to measure goal attainment. Prepare a script, select key individuals or events to organize. It's crucial to involve shareholders, ambassadors, and Key Opinion Leaders (KOLs) for conveying or amplifying the message's essence. The company's team can also serve as brand ambassadors. I use Brand24 to monitor our reputation status

Crisis communication starts with authenticity and ownership. An apology helps to alleviate emotions. My experience is transparency is always needed but clarity off line and on line can be different levels. My students prepare crisis management plans for sport franchises and I have examples of some drastic crisis situations in my career. Know the audience, engage the stakeholders and lead with honesty. Feedback will come no matter what you do so lead and guide to positive and information.

In crisis communication, setting clear, adaptable goals is vital. Whether dealing with public health, product recalls, or reputation challenges, aligning objectives with the crisis type ensures relevance and effectiveness. Emphasizing adaptability in articles contributes to successful crisis communication. Common goals include informing stakeholders, protecting brand reputation, reducing negative sentiment, and fostering positive support. In the health sector, swift and transparent communication is crucial to address safety concerns and build public trust. Social media metrics, sentiment analysis, and influencer collaboration play vital roles in measuring the impact of crisis communication, enabling timely adjustments.

Personally, one of the most important elements in a crisis, it’s the Response Time. The faster you respond to customer complaints on social media the better your reaction. Keep an eye on both positive/negative mentions and try to Analyze them in order to take back the necessary feedback about the crisis management. The outcome of the above steps will be positive (steps of improvement have been made), negative (your efforts so far have been pointless), mixed (a specific problem has been fixed but you’re still missing a key point). Lastly, acting in Transparency is a key element in a crisis, but not all the stakeholders are willing to act in transparency because it might do more harm to the brand’s reputation than even the crisis itself.

In today's dynamic business landscape, proactive crisis communication is vital. Furthermore, social media's influence escalates issues rapidly. When faced with a crisis, organizations risk caving to pressure and opting for reactive measures, characterized by chaotic, panic-fueled goal-setting, if any. While freezing or overanalyzing is natural during a crisis, a proactive communication plan empowers us to respond promptly and clearly; mitigating crisis impact and safeguarding stakeholder trust. Delaying response formulation until an active crisis emerges can lead to delays and brand damage. Effective crisis management hinges on a corporate culture where ongoing conversations about crisis management, key goals and outcomes are ingrained.

More importantly, I think its important to include outward perception in your planning, Not just your inward goals. People always want something, and that's the reason they dont engage with people or brands that dont have them. It's important to have your own goals but to be able to include your audience in your matrix for winning. (Don't try to convince them after you've solidified your corner) In simple terms, Giving them what they need is how you get what you want from them too.

Measuring the impact of social media on crisis communication and brand reputation involves a strategic approach. First and foremost, it's essential to establish clear crisis communication goals. Common objectives include: 1. Informing and Updating Stakeholders 2. Protecting and Restoring Brand Reputation 3. Reducing Negative Sentiment and Misinformation 4. Increasing Positive Sentiment and Support 5. Encouraging Feedback and Dialogue 6. Promoting Brand Values and Purpose By aligning measurement efforts with these specific goals, you can effectively gauge the impact of social media on crisis communication and brand reputation, allowing for informed and targeted strategies to manage and mitigate the crisis.

Asides all the analytics and metrics, one should keep track of the QUALITY of the engagement, feedback and discussions being had. There is no point having 10,000 comments and all of them are discussing non related matters on your feed. Analytics would still capture that interaction as impressions and engagement BUT its of zero use to the brand to be trending for all the wrong reasons. So make sure you also opt for quality content that yields quality results in engagement, conversations and sub-conversations.

Indeed, all of these metrics are important for understanding the impact but what could be more important is how one uses these metrics in the REX i.e lessons learnt and adopetd to update your efforts in issues management before they actually turn into crises

Not less important, after setting the metrics and building the engagements - it is imperative to listen, understand, and leverage those engagements ie. To positively respond to the feedback while being consistent with the original purpose.

What I would do during a crisis? Just maintain a positive reputation as my main goal. By focusing on Analysis and Reputation elements, you can track how people feel about your brand, identify any negative sentiment and address it promptly. Additionally, through the reputation’s monitoring, you can see your crisis communication and the impacting efforts of it for your brand. Also, you can increase your reputation during the crisis by prioritizing the engagement metrics such as likes, comments, shares and if you promtly understand them you can finally tailor your crisis communication strategy to better connect with your audience and save your brand’s image.

I'm not a social media expert but I wonder what the metrics don't show you i.e. there are ample studies that conclude how people (supposedly) feel based on their social media behaviour but what about the realities of their actions? In my observation, there's usually a significant gap between what people want others to beleive they will do/how they think and what they actually do/how they think.

It’s a financial metric but applies here. In the realm of crisis management, Return on Advertising Spend (ROAS) takes on a pivotal role as a metric assessing the efficacy of crisis-related advertising initiatives. This metric gauges the revenue derived from crisis-specific campaigns relative to the expenditures incurred. A ROAS exceeding 1 signifies a favorable return, underscoring the campaign's ability to generate revenue that outweighs the associated costs. Monitoring ROAS in crisis communication strategies empowers organizations to judiciously allocate resources, ensuring a strategic and cost-effective approach to managing and mitigating crises.

Social media profoundly influences crisis communication and brand reputation. In times of crisis, platforms like Twitter and Facebook can rapidly disseminate information, shaping public perception. Effective crisis management on social media is crucial to maintain brand trust. However, misinformation spreads swiftly, posing a threat to reputation. Timely, transparent communication and strategic use of social media are essential for brands to navigate crises and safeguard their image in the digital age.

While campaigns on social should have a priority metric, it can be easy to put on blinders and only value success as measured by that one metric. This often leaves marketers missing key signals in other areas (or more quality areas), which can make it challenging to answer the question "What is really going on here?". With that in mind, observe who in your communities are engaging. If you have two categories of shoppers, Buyer A and Buyer B - they may have very different engagement styles and ways of communicating their needs which is why a holistic roster of metrics is still always necessary.

Monitorear constantemente y entender la tendencia de avance o desaceleración de una noticia en crisis es clave, para entender los siguientes pasos que uno debe dar. Nunca se debe reaccionar, sin antes entender la situación objetivamente.

Of all the metrics mentioned, you'll get to discover, the most important are those that measure sentiments and influence. So, the question is, what is the most prevalent reaction to your campaign? That is, what reaction is being clicked on the most? We tend to take the "emoticons" for granted, but they've proven over time to be the most reliable source of sentiment analysis. Again, while what is being discussed by most comments is great, of even more importance is, whether or not contributors in the comments are not being unintentionally herded into same direction by the most "visible" comment. It has been discovered that, people mostly tow same line of sentiments as the most "visible" comment on a post. It is the trap of group think.

Beyond Google Analytics and Hootsuite, Human Brain is an important tool! Amalgamation of available tools, AI and ML can give you automised dashboard, but not the emotions! They may count mentions, likes, comments and/or shares, but not the emotions. Train the best brains to amalgamate all required tools, derive emotionally suitable information and reuse the information and statistics to engage more customers, and this goes on and on!

No matter the tool, notifications and early warning systems need to be set up in order to catch the comments or actuons which require crisis management. There is a lot to be said for an effective consumer relations and community management team who need to analyze the data, catch and respond to the crisis in a timely and human manner.

For My industry i have found Brand Watch, Symplur and Sprinklr useful. I have had limited experience with other tools like Meltwater.

In fact there is much more say on this section but in general, it is essential to choose the right tool for your brand’s needs and budget. There is a variety of free or low-cost tools option for basic features, while others require a subscription for advanced capabilities. Additionally, some tools are more user-friendly than others, so it's important to consider the learning curve and level of technical expertise required. Although, depending on your brand size and needs you must choose your tool wisely. By selecting the right tool and regularly monitoring and then analyzing social media metrics, you can make informed decisions that will help you effectively manage crisis and protect your brand’s reputation.

Agree for the most part. But it's important to look at a combination of metrics before impulsively reacting. Always remember that people are entitled to their feelings and opinions. It's important not to denigrate their position but rather put forth a positive and genuine response. Be grateful for the engagement and personal in your response to someone who has taken the time to let you know how they feel.

To effectively gauge your social media performance, leveraging specialized tools is essential. Google Analytics stands out as a premier web analytics instrument, adept at tracking website traffic, conversions, and specific goals originating from social media channels. Hootsuite offers a comprehensive suite for social media management, allowing for post scheduling, monitoring, and cross-platform analytics Brandwatch specializes in social media listening, evaluating sentiment, gauging influence, and assessing reputation. Meanwhile, Sprout Social excels in providing detailed analytics on reach, impressions engagement metrics, and campaign efficacy Harnessing the capabilities of these platforms empowers businesses to extract actionable insights

Social media tools are very vital because you can not reach on any conclusion till you can not quantify the sentiments in numbers or presentable format. People hating the communication can only be judged by negative comments vs positive comments ratio but again that is in an analytical format. Hence we need tools to help us on this.

When it comes to the tools and benchmarks discussed, the human element is highlighted. While analytics and tools like Google Analytics and Hootsuite are essential, the human brain is irreplaceable. The emotional nuances that impact a brand's reputation cannot be solely captured by algorithms. It underscores the need for a holistic approach that combines data-driven insights with human interpretation, ensuring that emotional aspects are not overlooked in crisis communication.

You need a crisis plan that is communicated to the team that will be communicating. Emphasize on values rather than simple talking points and establish an escalation ladder. Ensure that senior executives and Board members are fully aware. Because the next hot-spot after a social media crisis is the Press reaching out to them. Remember that at the end of the day, a crisis will snowball, and no previous plans will be sufficient. But planning in advance prepares your team. Speed will be of the essence. Remember the adage, "If you Fail to Plan, you are Planning to Fail."

Remember, these tools are just the swords and shields, you are the skilled warrior wielding them. stay calm, strategize, and use your arsenal wisely. with data as your compass and insights as your fuel, you will navigate the crisis, rebuild trust, and emerge stronger than ever before.

So, internal benchmarks? That’s your personal progress report. External benchmarks? That’s your reality check against the rest of the world. Combine these, and you’ve got a solid game plan to elevate your social media strategy. Keep it 100, and always aim to outdo your past self while keeping an eye on the competition. É isso aí! (That’s it!)

Ensure you measure your results against the benchmarks that matter for your objective. EG. impressions mean little for an e-commerce site that should be tracking conversions. The quality of creative and format is also important and will affect the results, brand lift, memorability, sentiment and even the ROI of your campaign or brand obtains. Spend time analyzing and testing creative. The brilliant basics on social are different to other platforms. Story telling, connection and authenticity are still key but it needs to be told in a short, punchy manner.

Effective benchmarking requires a dynamic and flexible approach. While historical (internal) and competitive (external) benchmarks are critical, it's also important to consider the evolving nature of social media trends and public expectations. In times of crisis, public sensitivities are heightened, and what worked in the past may not be as effective. Therefore, continuous adaptation and real-time comparison against a set of varied and relevant benchmarks are necessary for a nuanced understanding of your social media performance.

To measure the impact of social media on crisis communication and brand reputation, track sentiment analysis, engagement rates, and share of voice. Sentiment shows public perception, engagement rates reflect audience response, and share of voice indicates your brand's visibility compared to competitors. These benchmarks help assess how well your social media efforts manage and protect your brand during a crisis.

In many cases, external benchmarks are not as effective as internal ones. Agencies tend to provide external benchmarks, but it's important to remember that isolating campaign results from halo effects is extremely difficult. This means that comparison to other brands (with different audiences, campaign timings, background, goals) is of lesser effectiveness.

Internal benchmarks offer a historical context, allowing you to gauge progress by comparing current social media metrics to past performance during different periods, like pre-crisis or post-crisis. External benchmarks provide a valuable external perspective, enabling you to evaluate your social media performance in relation to competitors, industry standards, or best practices, giving insight into your positioning. Utilizing both internal and external benchmarks creates a comprehensive evaluation framework, helping you identify strengths, weaknesses, and areas for improvement in your social media strategy and performance.

Social media benchmarks serve as crucial performance indicators to assess the effectiveness of an organization's online presence. Key benchmarks include engagement rates, which measure the level of audience interaction with content, and reach metrics to evaluate the number of unique users exposed to content. Follower growth provides insights into audience expansion, while click-through rates (CTR) measure the success of driving traffic from social platforms to the brand's website. Conversion rates, especially in e-commerce, indicate the effectiveness of converting social media interactions into tangible actions.

Actually the best way to start is to first access the current situation and then set up a goal and timelined path for improvement. I always recommend my team to focus on a improvement plan on a hourly/daily/weekly/monthly basis. This way we can do both descriptive and diagnostic analysis at same time without creating a pressure born out of a benchmarking with market/industry standards. It's only once we have achieved our set goals consistently for a considerable amount of period e.g. month/quater/year, we can align and access ourself to the external standards.

Social media benchmarks are data points that measure how well your social media strategy is performing and how it impacts your business goals. They can help you compare your results with the average performance of your peers or competitors in your industry, and identify areas of improvement or opportunity. The benchmark is essentially the norm for social media marketing success. Think of it as the level of social media performance all businesses within a category should try to reach or exceed.

Businesses need to know how they stack up against their competitors and, same applies to their social media efforts.Social media benchmarking has the potential to solve problems and take the edge off from challenges.  Here are three benchmarking approaches that can add context to your social metrics: 1.Aspirational Benchmarking 2.Earned Benchmarking 3.Competitive Benchmarking

Beyond surface-level numerical metrics, harnessing sentiment analysis tools to discern the subtle fluctuations in public perception has always been key to understanding immediate consumer reactions to brand actions even before a crisis fully arises. Identifying not just what is said but how it resonates emotionally provides a deeper understanding. Moreover, tracking the ripple effect of influential voices unveils the dynamics shaping the narrative. Visual sentiment analysis adds another layer, decoding the unspoken cues in multimedia content. These nuanced insights empower businesses to craft precision-driven strategies, aligning crisis communication with the intricate tapestry of the existing social sentiment and belief system.

Blindfolded in a social media storm? insights are your map and compass. 1. gather bricks(data, feedback): see who is cheering and who has lost. 2. Sharpen your tools(surveys, analysis): understand the "why" behind thewaves. 3. Buil bidges(target responses, outreach: Guide everyone to safety together. Insights + Actions = Crisis Conquered!

Think about it like you’re a DJ at a party. Descriptive insights are like reading the room – seeing who’s dancing and who’s chilling. Diagnostic insights? That’s figuring out why they’re reacting that way – is it the song, the beat, the vibe? Prescriptive insights – that’s when you spin the next track that gets everybody on the dance floor. In a crisis, these insights are gold. They help you speak to your audience in a way that’s real, relevant, and respectful. You’re not just posting; you’re communicating, connecting, and maybe even comforting. Manter a calma e continuar! (That’s “Keep calm and carry on” in Brazilian Portuguese). With these insights, you’re not just running a social media page; you’re leading a community.

Focus on gaining insights into how people feel about your brand and the situation. What are the emotional trends, and how do they align with your brand's values and goals? Use insights to drive actions that demonstrate understanding and care towards your audience's needs and sentiments.

In times of crisis,Social media becomes your battleground! Track brand mentions vs. rivals to gauge your voice. Befriend influential voices - their megaphones amplify yours. Watch website traffic & sales - they reveal if your messages land. Adapt, respond fast, protect your brand. A data-driven approach guides you through the storm, stronger than ever. Social insights will help you understand what is happening with the pages and how the customers and responding to the situation. A sentiment analysis wil also help you understand the overall voice associated with the crisis and the brand at the moment. The above suggested ways can be a way to reroute the attention and inform the right and positive messaging to the consumers and brand loyals.

Apart from these metrics, one needs to do impact analysis also, Communication goals should not be forgotten behind metrics. If one started with a crisis situation and if they had some sales goals behind management of crisis, that needs to be part of impact analysis. If those goals are met, communication objective behind crisis management can be termed as success.

Todo depende de que activo seas en la RRSS, y que tan creador de contenido seas, que necesitarás medir quienes ven tus publicaciones y tu perfil en las Redes.

Adjusting message content, tone, timing, and frequency based on these insights can significantly improve engagement and audience perception. This structured approach ensures a data-driven, responsive strategy, crucial for effective crisis management and maintaining a positive brand image on social media. It also fosters trust and reliability in your audience, reinforcing your brand’s commitment to transparency and customer-centric communication, especially during challenging times.

Social media insight generation involves extracting valuable data from platforms to understand audience behavior, preferences, and trends. This information is crucial for informed decision-making in brand building. By analyzing metrics like engagement, reach, and demographics, businesses gain a deeper understanding of their audience. This insight guides content strategy, tailors messaging, and identifies opportunities for brand growth. A well-informed approach to social media enhances brand relevance, fosters authentic connections with the audience, and ultimately contributes to a more effective and resonant brand presence in the digital landscape.

Extrair insights é crucial para aprimorar estratégias. Os insights descritivos oferecem uma visão do que ocorreu durante a crise, destacando alcance, envolvimento e sentimentos. Os diagnósticos aprofundam a compreensão, identificando fatores que influenciaram o desempenho. Os insights prescritivos são fundamentais, indicando ajustes necessários no conteúdo, tom, timing ou frequência. Recomendaria uma abordagem iterativa, utilizando constantemente esses insights para refinir e otimizar a gestão de crises nas mídias sociais.

Predictability & Readiness: Despite the fact that in majority of the cases foreseeing a crisis would be a challenge. Setting mitigation plans for multiple scenarios should be ready including the right social media response/campaigns. An integral pillar within the readiness plans would be securing key stakeholders responses in the early stages of the crisis. Along with setting right KPIs including the magnitude of each of the influential key stakeholders. In simple words be ready and engage early with your key influential stakeholders (their voice will be more impactful than corporate voice). Set the KPIs before crisis as in crisis mode misleading KPIs could negatively impact the whole mitigation plans.

Don't just measure mentions, measure the quality of the conversation, the depth of connection. This is where you truly understand your brand's trajectory in the social media storm. It's not just numbers, it's the human story unfolding, and your crisis communication is the pen that writes the next chapter.

Artificial Intelligence (AI) is revolutionizing crisis communication. AI tools can analyze vast amounts of social media data in real-time, identifying emerging trends and shifts in public sentiment more quickly than humanly possible. This capability allows for rapid response and adjustment of strategies. AI can also predict potential crisis scenarios based on data trends, enabling proactive measures. However, while AI provides speed and scalability, it must be complemented with human empathy and judgment to ensure that responses are contextually appropriate and sensitive to the nuances of human emotion, particularly in high-stakes situations.

Honesty, transparency and responding to consumer feedback leading to customer delight are the pillars on which brands get made in the social space. That is the only way you can build continuous engagement leading to brand love resulting in WOM (chatter, advocacy, blog mentions). Acquisition is extremely tough with the little attention span that exists and that is why building a brand on the pillars I have mentioned are the key to success.

Measuring the impact of social media on crisis communication and brand reputation goes beyond chasing vanity metrics like likes and shares. It's about diving deeper into the emotional currents of the online conversation, understanding the sentiment, and learning from the tides of public opinion. Think of it like navigating a storm at sea. Likes and shares are the surface ripples, but the real story lies in the undercurrents: the anger in retweets, the fear in comments, and the whispers of support in direct messages. These are the signals that truly tell you how your brand is weathering the storm.

In crisis management, traditional social media metrics go out of the window. And although metrics like Sentiment on posts, comments, responses, etc. is important in some regard, it’s really the clarity of your messaging, the simplicity in your words, and the effectiveness of your messaging that matters most. Leaving little to no room for interpretation is what will help you win on social and beyond.

Is it a green, orange or red priority? Correctly defining the crisis and delivering the correct action to the crisis is vital. A delayed or none response often leads to an even bigger crisis as word of mouth takes hold, especially when it is related to the product or brand promise itself. Be swift, be honest, be human and provide a solution or corrective action where one is needed. I cannot exagerate the importance of needing a well trained and passionate consumer relations team.

Consumer engagement is critical. But if the situation escalates it is still important to take conversations offline, and/or to avoid over-engaging with antagonists.

A crisis affects different people in different ways. In this context, crisis management and communication in SoMe should take into consideration the different segments of the audience, how they are affected, what channels they use and what's important to them. As personalized as it can be, a sincere message tailored to the most important segments' characteristics could minimize the impact. However, building a strong brand and gaining trust is an ongoing process and it should be implemented in the communication strategy either way, not just during crisis but at all times.

The Art of social media is to recognize the bond you form with others who are not reacting and watching in silence. This is where opinion and consideration for your brand can be shaped and distorted. You need all the insights and metrics you can get from your tools to help help modify any negativity and shape it into a positive alliance for your brand.