Without the level of customized prioritization that allowed the team to know so quickly about danger in a store, it could have taken much longer to make sure everything was OK.
This is the difference between automated monitoring and manual monitoring. With the help of Brandwatch’s automated, customizable Alerts, crisis responses can be swift and effective and the wider impact of the incident can be limited.
Assess a potential crisis situation
Does the issue you identified have the potential to turn into a full-scale crisis?
Something as small as a complaint on social media about a late delivery should not have to force a PR team into overdrive. However, it is essential to reply to this type of mention empathetically and in a timely manner, to prevent them from escalating.
There are a few things you might consider when evaluating how big of an issue something could turn into. For example, how influential are the people involved? How fast is the story being picked up by other users? An influx of mentions from one person may not be too worrisome compared to a few mentions from two or three influential people.
Regardless of the influence of those involved, the problem ought to be dealt with. But tracking the velocity of the conversation, can just help prioritize responses before things escalate further.
Track the volume of mentions and compare the spike to the average number of mentions you receive on a typical day–the trajectory of the line when looking at hour or minute-by-minute breakdown will tell you whether the crisis is growing, peaking or disappearing, which is vital information when deciding on next steps.
Another important component of the assessment stage is checking the accuracy of the mentions, news and images shared on social media. All the facts should be checked before a definitive response is issued.
When a crisis is identified, start by calling your crisis team together. Give them a debrief of what you know and then, using the plans you’ve made, discuss what kind of response would be most appropriate.