Social media is a great form of communication, but the problem is there are a lot of people who do not use it as such.
When it comes to successful PR in business, especially when dealing with crisis management PR, it is important to know how to use social media for strategic communication instead of simply creating noise with random social media messages. In a previous post, we covered how reigning in a crisis takes correct and real communication – savvy PRs are finding Facebook, the third most popular website in the U.S., to be a valuable site for mitigating damage.
Take Chobani, for instance: the Greek Yogurt Company recently recalled contaminated yogurt cups with the code 16-012 and best buy dates of Sept. 11, 2013 to Oct. 7, 2013.
Rather than hide behind a stream of faceless press releases and the like, Chobani publicly acknowledged that there was a contained quality issue with a batch of its product via its Facebook page.
Chobani announced its voluntary withdrawal of the product and made no attempt to cover up the news by addressing the incident in three separate Facebook posts, one of which came directly from the CEO and included an apology. As a result of the CEO’s forthcoming nature, the Facebook update became the most commented on post Chobani has made this year – racking up a total of 2,918 comments.
This is a prime example of exactly what companies must do in the face of a crisis. Chobani wins in crisis management and the use of social media PR – they communicated and observed their fan base and spoke when they were ready. They controlled their news.
When utilizing social media to control a crisis, time is of the essence.
The fact that information can appear within seconds can also be a bad thing and it can be very scary if you do not have a crisis management plan in place for your company. This is where a knowledgeable and competent PR professional, who specializes in Crisis Management, can really be of assistance and help you save the reputation of your company.
If you need help with a Crisis Management Plan, or for more information about our PR services, visit www.jotopr.com.