Thursday, January 19, 2012
Tweets and Disaster
and it would be worth your while to read it before you need it. In the interim, here are Dallas' six important thoughts on managing a crisis in the Twitter age.
1) Begin with the basics
Vince Lombardi, when he took over coaching duties at the Green Bay Packers, famously told his squad they would begin at the beginning. He held up a football and said "This, gentlemen, is a football." Can't get much more basic than that. In our world, the basic is that YOU ARE ON LINE. If you company doesn't have a Twitter account, isn't on Facebook, stop reading NOW and GO DO IT. And remember, one account isn't all you need. In your need for branding, etc., you will need extra accounts.
2) The media is on Twitter
Yep, the media uses Twitter as a method of obtaining stories and facts. Wire services like Reuters and Associated Press use Twitter, as do many journalists. Do you know which journalists cover your business and others like it and why? These are the folks you need to get a handle on and communicate with. It will pay big dividends when and if the time for damage and spin control comes.
3) Check your headline
Here's one that was an actual newspaper headline: "Most Homicide Victims Don't Talk to Police." Really? I guess the cops don't want to engage with the homicide victims that WILL talk to them. The point is, your headline on Twitter is very important. Many sites utilize an auto populate function that will continue to perpetrate a headline that, if taken out of context, may well do more harm than good.
4) It's a video world
If you don't think video isn't important, let your mind wander back to the unfortunate incident late last year in which a FedEx deliveryman was captured tossing an expensive monitor over a fence. FedEx reacted quickly, including video from the senior vice president of US operations who offered an apology. You can read about it and see it here:http://digitaljournal.com/article/316524
A rapid response video posted on Twitter can head off a lot of problems, but the key is RAPID RESPONSE.
5) Watch for squatters
Yes, squatters can and do sit on things cyber other than websites. They also lurk around Twitter, and it's going to be a lot easier to get rid of them BEFORE a crisis than during and after. Here's a link to Twitter's copyright and trademark protection policy that you should put into play if you see squatters hanging about your fringe.https://support.twitter.com/articles/18367-trademark-policy
6) Add up your advertisements
Sometimes it seems the entire world is one big advertisement. And to a large degree, it is. Are you getting your fair share of it? There are an estimated 250 million Tweets daily. If you're not out there promoting yourself on Twitter, start now. It's the only way you'll stay in, and ahead of, the game.
Posted by scott finley at 1:35 PM