How Crisis Management Relies on Social Monitoring

How Crisis Management Relies on Social Monitoring

August 17, 2022 Off By Aldo Thomas

No company is immune to crisis, and in the age of social media, a single customer complaint or ill-advised post from an official brand account can go viral and quickly escalate negative attention. In this environment, companies need a robust social media presence and should utilize advanced social listening tools for crisis management applications.  

Using cutting-edge AI, companies can proactively monitor the online conversation relevant to their brand, identifying potential crisis points to ensure effective customer support and crisis management.

What Is Crisis Management?

Crisis management refers to the practice of identifying and responding to sudden negative events that could have a significant impact on brand perception. This includes crises such as negative media coverage in press or television, as well as viral social media posts that portray the brand in a negative light.

What Is Social Monitoring?

Social monitoring is the practice of using social listening tools to proactively search for a targeted type of mention of a brand. Many companies utilize AI-based tools such as sentiment analysis for social monitoring applications. Sentiment analysis uses techniques such as image analysis and natural language processing (NLP) to identify the emotional tone of content posted online.

These tools rely on AI to draw insights from large data sets that would be impossible to analyze manually. The goal in implementing social monitoring is to search these data sets for a particular kind of content. In this way, social monitoring is a more targeted process than social listening, which involves gathering sentiment analysis data and other data to identify broader trends that a brand may not have otherwise been aware of.  

Using Social Media and Social Listening Tools to Manage a Crisis

In terms of crisis management, the specific type of content that brands ought to target as part of a proactive social monitoring approach is that which expresses a strong negative sentiment and has significant potential to be shared with a wide audience.  

Examples of this content include particularly strongly worded negative reviews of a product or complaints about costumer service. If these posts remain unaddressed, they both depict a brand as offering inferior products and services and as not taking appropriate measures to correct these issues.

As such, it is crucial to identify such posts and coordinate a visible response that other social media users can see before the post goes viral. Rather than appear to engage in reactive damage control, a company should craft a proactive response that shows they take customer concerns seriously.

While it would be impossible to manually sort through the thousands of brand-relevant posts to find potential crisis points, social listening tools utilize AI to handle this large amount of data. Social monitoring enables a proactive approach to crisis management by identifying potentially negative posts early on, giving the brand time to respond and display that they care about product quality and customer service.  

Social monitoring is not only used to identify potential crisis points. It also plays a role in crisis management once a crisis has already escalated and a specific strategy has been implemented.

Once a crisis has escalated a brand may target specific platforms such as Tik Tok or Twitter. A strategy will also require consideration of a variety of options on tone and type of content to address negative attention. As these specific crisis management strategies are implemented, companies can use social monitoring tools to analyze how users on social media are responding. Rather than track the binary of likes and dislikes, sentiment analysis allows companies to understand nuanced details about why a post might be liked or disliked, and how much positive or negative sentiment is really being expressed.

For example, NetBase Quid AI enables users to analyze Net Sentiment scores that range from -100 to 100. The range of these scores paint a more precise picture than data on likes and dislikes can, and users can track variation in net sentiment scores between audience segments organized by characteristics such as age, gender, and geographic location. This means companies can understand which specific audiences their message is connecting with, and which audiences are not responding to the current crisis management strategy.

With this information in hand, companies can understand how their message is resonating with consumers in real time, doubling down or pivoting strategies as needed.

Using social monitoring technology brands can both proactively identify points of crisis and adjust ongoing crisis management strategies based on an accurate understanding of the social media conversation.