Archive for the ‘crisis communication’ tag
Now that you’ve heard about our all-new Union Metrics Echo, we wanted to tell you more about what you can do with it. So we’ll be sharing a series of brand lessons learned from tapping into the full Twitter archive with Union Metrics Echo. If you’re interested in learning more about Echo, including how you can access it through your Union Metrics account, read more here.
When a crisis breaks, brands first need to asses the extent of the damage. How big is the conversation about it? Who’s talking about it? Sometimes news hasn’t spread very far yet, and the impact can be contained. But sometimes, like in Volkswagen’s case, news spreads far and fast.
On September 18, 2015, the EPA announced that Volkswagen was using a defeat device to circumvent emissions tests. One of the first tweets to break the news was posted at 8:49 a.m. PDT by @davidshepardson, Detroit News DC Bureau Chief. That was followed quickly by others like these at 8:54 and 8:59, and then it spread rapidly over the following hours and days.
— David Shepardson (@davidshepardson) September 18, 2015
Before this news broke, there were on average 10k tweets posted every day about Volkswagen. That number jumped to more than 100k daily tweets during the peak of the crisis in late September. Those numbers are still elevated now, a month later, generating 2-4x more Twitter VW conversation than occurred pre-crisis.
There were more than 53k tweets about Volkswagen on September 18. Since that was a Friday, news stayed fairly quiet over the weekend, and then exploded on Monday, September 21, generating more than 1.3 million tweets over the next week and averaging more than 8,000 new tweets per hour about the news. At that same time, Volkswagen’s stock price dropped from a high of 169 to a low of 95. As the tweets increased, the stock price decreased.
When a crisis happens, brands need to react quickly. With Union Metrics Echo, a brand can instantly understand the impact of a conversation about anything on Twitter, whether or not they had real-time Twitter monitoring already in place. This is invaluable for brands managing a crisis, like Volkswagen was in September. By tapping into the Twitter archive easily and efficiently, brands can quickly learn how wide news is spreading, identify the topics their customers think are important, monitor new stories about the news, and report back to relevant stakeholders on potential impact. This allows brands to adjust their content and information strategies accordingly, and adapt in real time as the crisis evolves.
We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.
On the serious stuff: Law and crisis communication.
At it’s crux, social media is really just the latest tool humans have for communication; the nature of human communication itself hasn’t actually changed. This works both for and against brands in the midst of a social crisis, as Andy Gilman elaborates in How Social Media Changes Crisis Communications, an interview with Geoff Livingston:
“The Internet is just a vehicle. It really starts with who you are as an organization. It doesn’t matter whether you’re a company, a nonprofit or an NGO. What are your values and your messages? You can decide ‘I don’t want this community to be my customer base,’ that’s your choice. But then you suffer the consequences for it, and it is so much easier to spread that information.”
The speed and ease of communication in the social age simply means you might be facing those consequences a lot sooner and from more people than might have heard about it in a bygone era.
And if you haven’t had time to really take in the new social guidelines from the FTC, check out Adhering to the FTC’s Updated Social Media Guidelines: 5 Tips for Brands from Kristen Sussman. Truly savvy brands will run an audit to make sure even existing content meets the new guidelines. The general rule is always “when in doubt, disclose”.
And on content marketing and storytelling, because we just can’t get enough.
“. . . a brand story is more than cleverly crafted copy. A story isn’t something you choose to tell or not to tell. It’s what people believe when they encounter you or your brand, the impressions they form and the assumptions they make at every interaction with you, both in personal and business settings. Customers are making sense of your story even when they aren’t consciously paying attention.”
Want to get inside your customers heads? Then you’ll want to read Six psychology principles that can help your content marketing, from Anna Francis for Econsultancy.
Think you’ve got everything covered in your content marketing? Couldn’t hurt to be sure you haven’t missed something obvious that could be helping, and is an easier fix to make: 5 Obvious Content Marketing Strategies Most Companies Overlook from Neil Patel. (Hint: Just throwing a stock image into a post doesn’t make it “visual content marketing”.)
Finally Katie Gaab reminds us to take time for ourselves and trust in our ideas in Speak Up: Identify Influential Ideas to Make Your Mark. Maybe make time to do a little of that this weekend.
It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
On brand voice
Why Denny’s Sounds Like a Chill Teenager on Social Media [from Entrepreneur; written by Kate Taylor]
“Purcer and Dillon say that over the last two years, the biggest change the brand has made is uncovering the unique ‘ecosystems’ of the different social channels.
‘There is a unified thread that binds them together, [but] we are slightly different in tone and in personality on each, given the users of each,’ says Dillon.”
On content marketing
How Content Marketers Can Tell Better, More Strategic Stories [from TopRank; written by Brooke Furry]
“Your number one job is to answer the top questions your customers have. With today’s ease of content creation, we don’t need more content – we need more relevant content.”
Pair with How to Create and Repurpose Content That Customers Really Want also from TopRank.
Better Social Media Marketing comes from Personalized Social Media Strategy [from Soshable; written by JD Rucker]
Two important points from this piece:
“Personalization requires that you toss out preconceived ideas.”
“Just because something is a best practice doesn’t mean it’s best for everyone.”
How to Make an Explainer Video: Learn the Step-by-Step Production Process [from Social Media Today; written by Juan Jose Mendez]
If you’re looking for a step-by-step explainer on video production, this is a good place to start.
“Based on its proprietary algorithm, Acrolinx gave each company a ‘content impact score’ using a 100-point scale to give each company—a measure of how effective the writing is. A score of 72 or higher signifies content that’s effective.”
“Among other findings of the analysis:
- Retail businesses exceeded the benchmark for content quality, on average scoring 73.2, followed by B2B tech with an average of 71.2; telecoms lagged with a 66.2 average.
- From a global perspective, Germany and America tied, scoring the highest for content quality: 70.2 each, on average.”
On scheduling and planning
“So the first thing we did is talk through the difference between an issue and a crisis.
- Is not harmful to an organization’s reputation;
- Does not affect the bottom line;
- Can almost always be avoided;
- Can escalate into a crisis, if not handled immediately; and
- Is a blip in the 24/7 news cycle.
A crisis, on the other hand:
- Has long-term repercussion on an organization’s reputation;
- Generates a loss of money…generally lots of it; and
- Can always be avoided.
Most of us face issues every day…they are things that can be avoided and can be managed fairly efficiently and easily.
When they escalate into crises, though, is when we let the events get the better of us.”
“But let’s prioritize shutting up over contributing noise. And let’s be okay with the silence. Because that silence…it’s where the real inspiration happens.”
On the human element
No matter who you’re selling to, your audience is a human person who enjoys being interacted with as a human person. Change that only when the robots really come.
“As a marketer, you can never forget that your social media community consists of real people who have their own lives, dreams and needs. They aren’t tallies to be collected.
Your social media community must help people achieve their personal goals before they’re ready to even think about taking actions that will aid your objectives and business.
Start by appreciating that they are human and pay it forward.”
The Social Shake-Up (TSSU) 2014 went down in Atlanta, Georgia, last week and we sent our Content Marketing Specialist Sarah Parker to check it out. She came back with new connections and a bunch of fantastic insights! We’ve pulled together her favorite insights from each of the panels, discussions, and keynotes from her two days at TSSU 2014 for your benefit.
The Social Shake-Up | Day One
Day one’s opening conversation with Brian Solis covered the changing digital landscape, and how it is more important than ever to put people first.
— Brian Solis (@briansolis) September 16, 2014
Many highlights of the two-day conference were captured by the talented people behind Ludic Creatives.
Two of the standout sessions on day one covered visual marketing and the art and science of storytelling. We already shared a quick tip on crisis communication picked up in the visual marketing session, but what other memorable information was there? Here are five of day one’s big takeaways:
- Choose organic hashtags over branded hashtags. Find a way to incorporate your brand message with an already popular or trending hashtag; just be sure you double and triple check the meaning of that hashtag before you use it.
- Use the newsroom approach. Oreo’s Super Bowl Oreo Moment happened because they were prepared and they had set up a command center to quickly capitalize on the big game’s moments and execute content. Build your own version of this to maximize on big social moments, but don’t force your way in to a conversation that doesn’t make sense for your brand.
- Take a content selfie. Measure how your content is performing beyond vanity metrics to those that really impact your business and your business goals.
- Make your information bite-size. Long form content can easily get lost in a world of short attention spans; break off smaller bits of the longer content you have for easily-digestible tweets and more.
- Consistent brand personality is important. But that doesn’t mean that your brand’s personality can only strike one note. Human personalities cover the spectrum from the serious to the silly and it’s possible for brands to pull this off if they put their voice in the right hands.
The Social Shake-Up | Day Two
Day two’s morning keynote from Jeremiah Owyang covered the collaborative economy and what it means for the future of business. Where does social fit into all of this?
How else would we communicate about all the pieces of The Honeycomb? Day two’s sessions included a case study from Coca-Cola on real-time analysis and storytelling, social audience targeting, and a panel discussion on crisis communication. Here are five of the day’s big takeaways:
- Listening to the existing conversation around your brand gives you openings to become a part of it. Brands should look for these serendipitous openings, but also be strategic in when and how they join conversations. For example, the sentiment around Coke’s #AmericaIsBeautiful big game advertisement on social media was ultimately positive, because the marketing team released the behind-the-scenes videos of the making of the commercial once the backlash against it started. This helped turn the conversation around.
- Show your audience that you’re listening by actually addressing their concerns. Coke was sponsoring an event with a health-focused track that was unhappy with their presence, so Coke replaced their opening promotional, sponsor speech with a video interview from their lead scientist addressing the health concerns that had been aired to them on Twitter.
- Audience targeting methods will vary depending on your industry. Luxury markets focus on keeping organic followers, because they want those who come to them to stay. Any outreach will be very targeted, because it’s about reaching the right people over the most people possible. This isn’t true for non-luxury brands. Research and emulate the approach of other brands in your field, then test slightly different approaches to see what works for your brand.
- Target lookalike audiences: What do your best customers look like? Build out that profile, then target those that look just like them on previously untapped platforms.
- Never leave out a platform in your monitoring of a crisis. You never know where people prefer to receive- or distribute- their information.
The closing keynote on day two from Baratunde Thurston conveyed with humor that digital storytelling doesn’t, in fact, have to be boring.
— Ludic Creatives (@LudicCreatives) September 17, 2014
Check out the posts published on Social Media Today about various aspects of TSSU 2014 from networking to other attendee’s takeaways, as well as the conversation on Twitter. Don’t have time to dig through the whole hashtag? Here’s a Storify from Insightpool, sponsor of the opening night party.
Where you at The Social Shake-Up? Leave your highlights and takeaways in the comments!
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
Crafting Your Analytics Story: 2 Guidelines to Keep in Mind [from ClickZ; written by Robert Miller]
“Identifying what information you need to present, and to whom, in order to progress your wants.”
Majority of Marketers Say ‘More’ to Brand Awareness Efforts [from eMarketer; written by staff]
“Brand awareness was a higher priority for eMarketer’s audience than demand gen, global business expansion efforts, or spending on events—none of which attracted a majority to increase spending.”
“1) Analytics Make Your Marketing Program Succeed
Analytics will inform marketing toward the best way to encourage desired customer behaviors. They will not make a brand better at marketing (myth revealed). . .Creative alone is wild and unpredictable. Data alone informs direction, but can’t stop crap communicators from producing, well, more crap. Together, informed creative is flat out dangerous.”
Listen Up. Your Customers Are Complaining On Social Media. [from Marketing Think; written by Gerry Moran]
“79% of your customers who complain on social media do so in hope that their friends see their dissatisfaction with your brand, reports Edison Research.”
Be sure you’re listening, and have a plan in place for how you’re going to respond.
“Snapchat provides urgency, with powerful content that prompts quick action. Snapchat users have a few seconds to react, so they may be more impulsive and willing to interact to a Snapchat marketing campaign, as opposed to using other image-sharing platforms to do the same.”
“Social media can be a useful tool to build your company brand or a nail in its coffin.”
Have a plan in place, but react to each situation as the unique confluence of events and technology that it is.
“. . .the initial sale is only the beginning of the customer relationship.”
Why and When to Re-Evaluate Your B2B Brand Strategy [from Marketing Profs; written by Bob Domenz]
“This article details the signs that indicate it may be time to re-brand your business. Usually, that time comes during one of the following three circumstances:
- When it’s clear: Your company is about to undergo a Big Change.
- When it’s fuzzy: The brand hasn’t been evaluated in some time.
- When in a growth spurt: You’re trying to just get through today and don’t have a chance to think about tomorrow.”
Know when to go pro, and always keep things authentic.
To gain a customer’s trust; meet them on their preferred digital stomping ground [from Marketing Pilgrim; written by Cynthia Boris]
Different demographics and audiences prefer to communicate with brands in different places, using different methods; knowing this and acting accordingly can help brands gain trust faster than acting along more traditional routes.
We sent our Content Marketing Specialist Sarah A. Parker to The Social Shake-Up in Atlanta, and in her first session she caught this great tip from Andrea Harrison of Rebel Mouse (paraphrased) for crisis communication strategies:
Buy promoted tweets based on the keywords associated with the crisis; that way the first thing people see when they search Twitter for more information is your apology tweet.
That means your first step is still, obviously, to write an apology.
Are you at The Social Shake-Up? If you spot Sarah, be sure to say hi!
Want more on crisis communication tactics on Twitter? Here are 3 ways DiGiorno reacted well to their recent Twitter crisis, as well as some specific tips for airlines and cruise lines dealing with a crisis (part one and part two).
It happens. Brands tweet first and check the meaning behind a hashtag or topic later; never a good idea. The latest installment came from DiGiorno Pizza when they jumped on a trending hashtag without checking its origin first:
Unfortunately, it was a hashtag on which women were sharing their experiences with domestic violence. When many who saw the tweet reacted with the kind of snark DiGiorno is known for, saying there would soon be an opening for a new social media manager, the brand took action immediately. While it’s important to have a social media crisis communication plan in place, brands also have to act on any unique situation that presents itself in a way that best reflects their brand values.
DiGiorno did three things right immediately to take control of this potential social media crisis.
1. Deleted the offensive tweet, immediately.
Although things can never be permanently deleted in an age of screenshots- like the one taken from the Huffington Post article detailing the offensive tweet in question, above- taking the action alone signals that a brand understands that they have done something wrong and that they are taking action to right it. An important first step in the right direction, provided it is done immediately. Waiting to delete a tweet until intense backlash builds signals that a brand doesn’t think they’ve done anything wrong, or doesn’t care enough to do anything about it.
2. Apologized, and then reiterated the apology.
Immediately after deleting the tweet, DiGiorno followed up with an appropriate apology:
A million apologies. Did not read what the hashtag was about before posting.
— DiGiorno Pizza (@DiGiornoPizza) September 9, 2014
And a day later they reiterated it:
We heard from many of you, and we know we disappointed you. We understand, and we apologize to everyone for this mistake.
— DiGiorno Pizza (@DiGiornoPizza) September 9, 2014
DiGiorno is working to communicate that they understand the magnitude of their mistake, and they know it cannot be fixed in a single tweet. Or even with two. Which brings us to the third thing they did right.
3. Personally responded to those who were offended, individually.
Most brands delete an offensive tweet, apologize, and lay low before moving forward when enough time has passed. DiGiorno took things a step further and reached out individually to Twitter users offended by their tweet:
That takes a lot of time, and shows that DiGiorno takes their fans, followers and customers seriously. They are willing to respond to those who have reached out to them with concerns – and not simply with a canned, repeated answer.
The bottom line.
This is a powerful lesson for brands: Take the time to research any trending hashtag or topic before joining the flow of conversation. As DiGiorno said above in one of their individual response tweets, that’s an inexcusable and highly avoidable mistake. But mistakes happen; and DiGiorno owned up and made amends as quickly as possible. DiGiorno did that part right.
Want to make TweetReach a part of your social media crisis plan? We can help: Using TweetReach to monitor a social media crisis. And talk to us if you’d like to start monitoring tweets about your brand.
We’ve previously discussed how airlines should handle crisis communication in case of an emergency, and recently we shared the first part of the plan for cruise lines to do the same. This is the second part, which picks up after looking at what cruise lines should look for on Twitter, to what they should measure during and after a crisis, plus what to look for on platforms outside of Twitter.
What to measure on Twitter in times of crisis, and after
Now that you know what to look for, you need to have a plan in place for how to measure it. What, exactly, should you be measuring on Twitter as a crisis unfolds?
Before; or what you should have set up right now
Ideally you will already have Trackers set up to capture what we mentioned previously- tweets directly to your official handle, mentions of your brand in any variety of spelling imaginable, any well-known nicknames your brand has (official or not), and the ports you operate from. If you’re not already doing that, now is the time to implement Trackers or take frequent snapshots (using something like our aptly named snapshot reports) around those terms once a situation arises and begins to unfold.
If your resources have grown since you first made your plan, consider monitoring your major competitors and major keywords related to your industry as well.
During a crisis
Often during a crisis situation, a hashtag will be born organically. If you’re being proactive about communicating via Twitter, however, don’t hesitate to create one of your own and immediately set up a Tracker to measure it, or take continual snapshots of the situation. If another hashtag emerges organically, use that one in your messaging as well and be sure you’re tracking both.
After a crisis
If everything flies by too quickly and you’re a small enough team not to have time to set up Trackers or take frequent enough snapshots of the situation, a historical option to capture the entire incident is available. This can also be used to fill in any noticeable gaps in your data once you’ve begun to look through everything you’ve gathered.
In the aftermath of the event, you might also want to track a specific news story (using specific key words from the title if it’s unique enough not to return a lot of noise, or you can track via a specific URL) that went around if it directly involved comments from your brand, or got a lot of circulation with commentary from people passing it around. This will give you a much more accurate read on the sentiment around your crisis messaging, and let you see any missed opportunities, as well as highlight every win.
Go the extra mile
Once you have all of this data and you can clearly see how the situation unfolded and evaluate the strength of your response, take it a step further: What can you plan better next time, with this experience? What did you and your team do really well, that you should be sure to praise and also pass on as protocol to new team members? This knowledge can be distilled and turned into training and on-boarding materials for any new communications employees in the future.
If you’re not a cruise line (or an airline) a lot of these tactics still apply to you; if you’re a hotel, for example, you can offer to put up stranded travelers or victims of a natural disaster or other tragedy. Car rental companies and car sharing services can work out deals to get stranded people home if they don’t have far to go. For a less serious crisis, tour companies can even offer to keep stranded passengers entertained with local sites while they’re waiting for delayed travel to get sorted out.
Any of these companies can work out deals with each other ahead of a crisis to come in and support each other if and when it makes sense to.
Platforms other than Twitter
While Twitter is the best platform to use during a crisis because of the speed at which you’re able to share information and connect with concerned parties as well as news outlets, you need to be sure you have messaging in place on all of the other platforms you also have a presence on in the case of an emergency. For Facebook, be sure to make periodic, informative updates and answer as many questions as you can from concerned parties that may not be on Twitter. Do as much as you can with the resources that you have; don’t be afraid to make a post and then direct everyone to Twitter or your website for more information if those are the two places you plan to concentrate updates.
Tumblr will support text updates and it’s also a place where you can reblog information from the news outlets also on Tumblr, but it’s much more difficult to answer questions if they come in the form of reblogs. Do answer any questions directed to your inbox, publishing those that may help answer the similar questions of others.
Photo-based platforms like Snapchat and Instagram are more difficult to navigate; it’s hard to think of a tactful snap for announcing information around an emergency situation, but if that’s the only line of communication open to you and you’re in touch with your customers there, don’t hesitate to do what you can. If you do feel it’s appropriate to post a screenshot with emergency update protocols on your Instagram account directing followers to your website or Twitter for ongoing information, do so. Many of these details will depend on what’s right for your brand, the nature of the crisis, and the resources available as it unfolds.
The bottom line is to listen and step in where you’re needed, even if you’re not expected to.
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
5 Measurement Pitfalls to Avoid [from Mashable; written by Eliza Berman]
“. . . in the quest to back up every move with cold, hard data, it can be easy to mistake any old numbers for useful numbers. Not all data is created equal, and the best way to ensure you’ll be collecting the right data is to develop the right set of performance metrics.”
How To Corrupt The Social Data You’re Gathering (And Kill Your Focus Group In The Process) [from Marketing Land; written by Kevin Ryan]
“There is a big difference between listening to your best customers and lurking among them to gather information; in the former, you have initiated a meaningful dialogue, while the latter will leave your customers feeling like lab rats.”
How To Set Marketing Goals You Can Actually Achieve: Advice From The Experts [from KISSMetrics; written by Chloe Mason Gray]
A few of the key takeaways:
- Take time to truly understand your current position in order to set achievable marketing goals.
- Choose 1-2 core goals that impact the bottom line and 3-5 supporting goals. Anything more than that will distract you from what’s most important.
- Alternatively, try focusing completely on just one goal.
- Pick goals that you genuinely care about achieving (be authentic).
- Don’t just focus on the finish line; enjoy the process of achieving your goal.
- Set the minimum bar at delivering on at least 70% of the planned improvements each quarter.
- Approach each new marketing goal with as much data and information as possible.
- Make sure your short-term goals always support your long-term prospects.
How the World Sees You Should Govern Your Social Media Style [from Convince and Convert; written by Jay Baer]
“…if you can understand how people see you at your best, then you can simply focus on those areas where you’re most primed to succeed and avoid the areas that are going to be like quicksand.”
“But the real issue isn’t that they did bad things—we’re all human and we all make mistakes—it’s that they were handled by people who didn’t have any crisis communications experience.”
Pair with our piece on crisis communications for airlines, as well as part I of our crisis communications for cruise lines (look for part II next week.)
The Five Essential Elements of a Great Company Story [from Marketing Profs; written by Sandra Stewart]
Not every company is the wunderkind of tech, but every company does have a story to tell.
How Digital Media Has Changed the Art of Storytelling | Infographic [from Social Times; written by Kimberlee Morrison]
“From ‘blog’ being named the 2004 Merriam-Webster word of the year, to the rise of content curation and visual media — the art of storytelling is a craft that remains at the heart of digital media.”
Who Are You? How to Develop a Brand Identity for Instagram [from Likeable Media; written by Roly Gonzalez]
You have to be authentic to who your brand and develop a brand identity on Instagram that accomplishes the following:
- Stays true to your overall brand identity
- Conveys a straight forward persona to your audience
- Utilizes the tone, feel, and language of the platform
What Types of Brand Videos Do Consumers Want to Watch? [from Marketing Charts; written by staff]
“According to the Levels Beyond survey, consumers are most interested in how-to, instructional or tutorial videos (67%), followed by:
- comedy or spoof videos (42%);
- product/informational videos (34%);
- micro-documentaries, telling the story of a person or event (33%); and
- animations/infographic videos (30%).”
The Costa Concordia is back in the news this summer, being towed away for salvage after its disastrous running aground two years ago. We’ve written about airlines and how they should use Twitter for crisis communications, and thought we’d make that same approach more specific for other areas of the travel industry.
This first part will cover what cruise lines should be monitoring for before a crisis- meaning the plan that you have in place- and in the early stages of a crisis breaking out.
What cruise lines should look for on Twitter
Social media is both a blessing and a curse in a time of crisis. While companies are able to rapidly disseminate information, share updates, and directly interact with the public in real time, misinformation can also spread very quickly on platforms like Twitter.
For something as high stakes as trans-oceanic travel, it’s important for cruise lines to know what to listen for and measure, particularly during the stressful summer holiday travel season. We have some advice for creating just such a plan, or reassessing it if you already have one.
What to look for on Twitter during a crisis
First, you need to set up a monitoring plan for Twitter. Exactly what you’re looking for will depend on the nature of the crisis you’re dealing with and your communication goals around each type of crisis.
In case of common crisis
For ship departure delays and stranded, angry customers who might have missed a boat, for example, you’ll definitely want to focus on catching every mention of your brand on Twitter and doing everything you possibly can to make affected customers feel listened to and understood. If possible, give your customer service representatives on Twitter the power to offer reconciliations: everything from drink packages, to discounts on future cruises, full or partial refunds; even free accommodations on a future departure if the situation is bad enough.
This is vital for turning an angry person who swears they will never cruise with you again- whether the circumstances of the situation were under your control or not- and someone who will brag about your customer service on the same forum they just used to share their unhappiness, while remaining a customer.
In case of not-so-common crisis
If the situation is more serious- like the Costa Concordia running aground off the coast of Italy, or a natural disaster like a hurricane- you don’t have to bother to look for misinformation; it will already be out there. Use Twitter as a way to let everyone know you’re aware of the situation, that the safety of your employees and passengers is your first priority, and to make any updates you can on the situation, waiting as long as possible to confirm new information before you send it out while still making any corrections as necessary.
In both cases- and the rest of the time, as a general rule of thumb- you should be monitoring not only direct replies to your brand’s handle on Twitter, but also mentions of your company name in any variety of spelling imaginable: any well-known nicknames your brand has (official or not), and the ports your operate from. Depending on your resources, you might want to include the names of prominent employees, such as founders, board members, and c-level executives. Something like our TweetReach Pro Trackers will allow you to do this. (We’ll talk more about what to measure in part II.)
Go the extra mile
Monitoring mentions of the ports you operate from will be vital should a tragic incident occur and you need to reroute your ship or make accommodations for passengers waiting to board, and the rest of the time it will give you an advantage in listening to and addressing problems you might not have caught otherwise. Is one of your passengers stuck with a delayed flight home and without a hotel room? If you have the connections to help them, you will change everything about how they end up perceiving their trip.
Monitor your competitors too: Is a passenger stranded by a competitor somewhere you have a ship in port, or are approaching, and you have room onboard? You’ve just filled an empty cabin and probably won a new loyal customer.
If you go the extra mile and make someone’s day, you’ve reversed their story of a bad trip gone awry and will more likely be the first brand on their mind the next time they travel.
Look for part II, which covers more about what to measure during and after a crisis, plus what to look for on platforms outside of Twitter.