How does your DMO respond when a social media crisis happens? Sure, it’s easy to hide negative or trolling comments. However, there are other types of negativity that can occur on social media.
Your brand can be subject to criticism within the community, and beyond. This is not a far-fetched idea considering the attention Visit Florida was granted this year.
It is naive to assume that your brand will never face critiques or negativity. Yet, there is no need to create an extensive social media response strategy. The document should function as a means to start the conversation before a crisis takes place.
Here are some tips for developing a social media response strategy:
- Include all relevant staff members in on the conversation. This would include the Director, the head of marketing, PR staff, and perhaps your office manager.
- Define a chain of command when a crisis occurs. Decide when it is necessary or unnecessary to involve the Director, or even the Board of Directors.
- Clearly state expectations of how quickly a crisis should be handled.
- Be sure to review this document with any new employees or interns who will be involved in social media.
Hopefully you will never need this document! Although, it never hurts to be prepared.