Rick Perry's Michigan presidential debate "oops" gaffe is a classic example of the need for social media and PR crisis management and damage control. Perry's teachable moment underscores that businesses must be ready to respond at a moment's notice to issues in today's social media landscape, especially when your oops moment goes viral in less than 24 hours without any way to control it. Is your firm social media ready for an issue or crisis affecting you or one of your competitors?
While Perry kidded about how he stepped in it, the real problem was his team's slow response. Once Perry made the gaffe, his team should have quickly drafted a response for his approval in time to make the 11:00 p.m. news cycle that was sure to run the gaffe footage, as well as having a plan ready for his website. Instead, his response waited until the morning news and it took five hours to change his website.
What Does Your Firm Need to Do to Be Prepared for a Social Media Crisis?
In today's social media savvy 24/7 news cycle, you can't wait for a problem or emergency to test your firm's crisis management and preparedness. Here are three steps you need whether your business is active in social media or not.
The bottom line is that when it comes to social media and PR crises, every business needs to be prepared to react quickly with the appropriate personnel and resources, even if you don't have a social media marketing strategy in place.
What would you have recommended and why if you were working for the Rick Perry campaign? Do you have any other recommendations as to how companies can prepare for potential crises? Please include your comments below.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
December 5, 2013
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December 12, 2013
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