USING SOCIAL MEDIA EFFECTIVELY
How an organization deals with social media during a time of crisis can make or break the effectiveness of its overall crisis response strategy. Within minutes, something can occur and be broadcast to the world. And once something is online and has passed through the current-event environment of social media, it is possible and likely that it will be there permanently. In this Discussion, you will have the opportunity to reflect on an organization’s social media approach to a crisis or problem and highlight best practices demonstrated by this response.
BY DAY 3
Post an analysis of the effects of an organization’s social media approach in communicating through a crisis. In your analysis, do the following:
Briefly describe the organization and the crisis or problem it faced.
Analyze at least three specific ways in which this organization’s social media handling of this problem was, in your opinion, effective.
Illustrate at least two ways in which this organization’s approach demonstrated effective strategies outlined in this week’s Learning Resources.
Sample Solution
Crisis: In 2015, Chipotle Mexican Grill faced a major public health crisis when multiple E. coli outbreaks were linked to their restaurants across the United States. This resulted in hundreds of illnesses and significant negative publicity.
Effective Social Media Strategies:
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Transparency and Empathy: Chipotle acknowledged the crisis quickly and transparently. They issued public statements on their website and social media channels expressing concern for those affected and outlining the steps they were taking to investigate the source of the outbreak. This open communication helped rebuild trust with customers.
Full Answer Section
- Engaging with Customers: Chipotle actively responded to customer questions and concerns on social media platforms. They provided regular updates on the investigation and addressed customer anxieties effectively. This two-way communication demonstrated that they were listening and taking customer concerns seriously.
- Proactive Communication Strategy: Chipotle went beyond simply apologizing. They used social media to announce stricter food safety protocols and increased inspections. They also highlighted their commitment to sourcing high-quality ingredients. This proactive approach showed that they were taking steps to prevent future outbreaks.
- Responding Quickly:As highlighted in the learning resources, Chipotle responded to the crisis promptly, mitigating the spread of misinformation and demonstrating their commitment to addressing the issue.
- Social Listening:The act of responding to customer concerns on social media platforms aligns with the concept of social listening, a best practice emphasized in the learning resources. By actively engaging with customer sentiment, Chipotle was able to tailor their communication strategy accordingly.