Social Media Crisis Management
It’s inevitable: as a social media manager, you will one day face backlash/criticism on one of your social media platforms. The trick is how you handle it. You can turn it into a positive experience for both you and your customer, or further infuriate your customer if you handle it poorly. Here’s a few suggestions on what to do when you find yourself in this situation.
Sometimes you don’t always have the answer. Most of the time, as an agency, you have to wait to hear back from your client. If the answer might take awhile (ie. more than 12-24 hours), at least acknowledge the comment. “Sorry to hear you didn’t have a positive experience. We are looking into the situation and will get back to you as soon as possible.” That way, the customer at least knows you saw their comment and are working on it. A non-response can lead the customer to think that you either saw it and don’t care, or haven’t seen it yet.
Inform your client.
You always want to be the one telling your client when these types of situations arise. It’s best for them to hear from you, rather than have them call you asking what’s going on. And in my experience, these types of comments often come outside of your 9-to-5 working hours. While not every comment will warrant a 9pm text to your client, some do. When that happens, you need to make sure you know how to contact them.
Hear both sides of the story.
Sometimes the customer has reached out on social media and in person. Maybe your client did respond to the customer’s initial complaint, yet the customer wasn’t satisfied. Whatever the situation, be sure to ask your client about it first and get all the facts before responding.
Know when to take it offline.
Sometimes responses are private and should be addressed offline. Or maybe it’s just too difficult to respond in 140 characters. Whatever the case, know when you or your client should be messaging/calling/emailing the customer directly or when a simple tweet back is enough. “Thanks for bringing this to our attention. We will send you a direct message so we can work this out.”
Whatever you do, don’t delete the comment!
Unless it contains profanity or violates the terms of your social media page, do NOT delete the comment. That’s a surefire way to infuriate your customer. In this day and age, customers will just find another outlet to vent. Your social media page can’t be all sunshine and roses! Customers will appreciate seeing that you addressed a concern positively and efficiently and didn’t just sweep it under the rug.
Receiving notification of a complaint on social media is never awesome. But hopefully, with a few tips, you can turn a not-so-positive situation into a positive situation for your customer (and client!).
So you want more Instagram followers?
In our current social media-filled world where everyone is vying for attention and trying to increase their following, it’s important to have a strategy. I’ve written a few tips that can help improve your Instagram presence if your business hasn’t been getting the results you want.
First, let’s talk about followers.
When someone is deciding to follow you, it’s very much like a first impression. People know what they like, and really know what they don’t like. Someone will give your page a quick once over and decide if they like what they see in seconds. Of course I’m generalizing, but it helps to think of social media this way. As a whole, how are you portrayed at a glance?
Here are a few different types of followers. Try to decide who you have the best chance of appealing to, and figure out how you can cater your content for them.
1) The Beautiful Photo Lovers
Beautiful is the operative word here. Everyone has different taste in photography. Some people are minimalists, some people like cheesy clip-art. (Okay, we all know what camp I’m in.) But, quality tends to prevail and result in the largest following. People who follow accounts with gorgeous photography either do it for their own inspiration, to add a little beauty to their day, or to wish they took the picture first.
Even if your company isn’t H&M, photo quality matters. Uploading photos that are pixelated or over-edited will rule out these potential follows, and even worse, you may appear unprofessional. Invest in a good camera or quality photo-editing app if you want to go the extra mile. I recommend VSCO Cam or Afterlight. Please avoid over the top editing – I'm talking to you bokeh lovers!
2) The Avid Learners
Ah learning, the greatest joy in life. Before Instagram, I didn’t even know what “detox water” was – apparently adding fruit to your water helps rid your body of toxins. Who knew! There are multiple, wait thousands (millions even?), of fitness-themed accounts that are chock full of inspirational quotes, meal tips, training videos, etc. Users who follow accounts like this are interested in the subject matter, and want to learn more on a daily basis.
When you serve up insightful content it makes people feel like they’re making progress just by looking at photos. Other account themes include: foodie/recipe ideas, fashion/styling tips, DIY, bodybuilding, makeup how-to’s – you name it. If you can teach, then teach! With an account like this make sure you deliver, and offer up lots of fresh, useful content. Videos, quotes, infographics – that’s all great. Just stay on topic, please.
3) The Half Cousins Twice Removed
Take advantage of your employees connections, and invite friends from Facebook and your contact books! Invite them all - why not? People whom you have a distant connection with, locals/businesses who are close to you geographically; chances are they’ll know you too and might even follow back. Think of all the people you follow just because you know them. They may not have the greatest photos, but you support them to keep that connection.
4) The Adoring Fans
Whether it’s someone you idolize, a brand/store you love, or a growing movement you’re curious about; people like to be in the loop. If you’re lucky enough to be one of those people, sell it. Please your fans with insider access, a variety of content, and posts that showcase your personality. This goes for celebs, stores, news outlets, events, and new businesses.
5) The Jokesters
I can’t disregard all the joke accounts out there. I love @Seinfeldcaps and @menshumor pictures. I think the motive goes without saying.
(Combining elements from all of the above would result in a killer account, in my opinion.)
Here are some more tips:
• Be consistent. Choose a clear focus for your account and stick to it. If I’m following you strictly for pictures of nature, I don’t want a #selfie or breakfast photo thrown in there. Know your audience, and try to anticipate what they will like. Isn’t that all Instagram is, in a nutshell?
• Find followers from like-minded accounts. For example, if you’re a yoga company, try following Lululemon followers. Chances are they’ll like you too. Also, who else might your target market be following? Hmm..
• Use hashtags right, and sparingly. Using appropriate hashtags can bring in interested followers who have specifically searched that hashtag for content. At the same time, hashtags can look spammy. And no one likes spam. If you can come up with your own hashtag, that’s even better. But please, only use it if it makes sense. The growing trend of every new campaign just throwing together a hashtag is annoying. Who will ever use those!? Realistic usability is key.
• Don’t annoy people. Two posts a day, maximum. And that’s pushing it.
• Connect, connect, connect! Share your Instagram posts on Facebook and Twitter to show your existing followers you have another social media presence. Why not? Give your content another place to live. You never know who might be scrolling through your feed in the future.
• Timing matters. Are your fans on mostly in the morning, or at night? Think about it, when do you check your feed most often?
• Find your followers. Don’t just sit there and wait for people to flock to you. Search relevant hashtags, or look at specific geo-tagged locations where your target market might be and follow those people.
• Use Iconosquare. Iconosquare.com is a great tool for gaining insight about your account. It provides key metrics to help you find out who your most engaged followers are, what time of day brings the most engagement, and what your daily follower gain and loss looks like. Just be careful, this website is addicting..
And remember, when someone follows you, they have essentially agreed to let you into their life. All your photos and messages have been allowed in their feed, and you should appreciate that. Make sure to engage with your followers and give comments and likes. Because, well, that’s just a nice thing to do.
We currently run the Instagram account for @stvitalcentre if you want to see how we do social media around here. Make sure to check out all the social media work we do for St. Vital Centre here!
Audrey also runs the Instagram account @gowpg, and ours, @fusionadgroup. Follow for a follow? ☺
For those of you out there who are social media savvy, you may have noticed that Instagram recently (as of yesterday) updated their app and expanded their filter collection. To save you from posting a photo to see the effects of each, let me introduce you to; Slumber, Crema, Ludwig, Aden and Perpetua (below).
With the addition of these five new filters there are now a total of 24 to choose from. However, with the new update to Instagram there is a feature that allows you to hide filters that you may not like (aka Kelvin... sorry Kelvin). So if you notice some filters missing from your options, they are most likely hiding in the 'manage' box at the end of the list.
For more detailed descriptions about each of the new filters click here: www.adweek.com/news/technology/hidden-meanings-and-inspirations-behind-instagrams-5-new-photo-filters-161988
With the recent release of Apple’s iPhone 6 and 6 Plus, there have been floods of people complaining about the durability of the phone. This in turn has sparked the widespread use of the term #BendGate throughout social media. KitKat, in particular, took advantage of this posted this tweet (below). With more than 23,000 retweets and 10,000 favourites, KitKat has far surpassed the record of Oreo’s ever popular, “You can still dunk in the dark” from the 2013 Superbowl.
Reminding us, yet again, how quick and clever comebacks can make light of even the worst PR nightmares.
So whether you’re a fan of Apple or not, grab a KitKat and take a #break!
A warm, sunny welcome
The sun is shining beautifully here in Winnipeg, and we're taking a minute today to enjoy the glow from the windows, and use that warm feeling to welcome a new face to the Fusion office.
Audrey Neale has come on board this week as our new Advertising Copywriter and Social Media Strategist, and we couldn't be more excited to have her here. She's taken on her first few projects with enthusiasm and a fresh perspective, and we can tell already that she's going to be a great addition to our team – as well as a lot of fun to have around.
Audrey's no stranger to social media – she founded GoWpg, an impressive college project turned local online touch-point, that sets out to "draw the attention of hip, young city dwellers who love to go out and enjoy Winnipeg." The website, Twitter feed, Instagram account, and Facebook page all do a fabulous job of showing a side of Winnipeg that is slowly becoming less well-kept-secret and more well-known-source-of-pride. Winnipeg shines in the spotlight that GoWpg points at it, and Audrey's work on conceptualizing, writing, posting, and promoting, impressed us in more ways than one. Be sure to follow GoWpg on your platform(s) of choice, and prepare to catch Winnipeg-fever.
We've also had the pleasure of seeing her smart, insightful copywriting in action, and know she will bring a huge amount of value to both sides of her new role.
I'm super pleased to have Audrey round our Creative Team, and am excited to see everything she brings to the table. Welcome to Fusion, Audrey! We can't wait to see you shine.