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Social Media and Crisis Communication
Social media has increasingly become a tool used by many businesses for a variety of reasons. The low cost and interactive nature of social media, as well as its broad reach, has made these tools great options for marketers seeking to gather customer data or spread messages.
But, social media has relevance beyond marketing. In fact, an important application of social media in many organizations is for crisis communication.The reach, flexibility and instantaneous nature of social media tools make them a great resource for a company's crisis management strategy.
If you haven't already, consider incorporating the following tools into your crisis management strategy.
Facebook
Many companies now have their own Facebook pages with fans from their customer base able to monitor and make posts. During a crisis situation, companies can both share messages via Facebook and monitor their pages to see what type of comments the page's fans may be making about the developing situation. Facebook can be used as a forum to disseminate organizational information and to direct customers to information on other media, such as Twitter and YouTube.
Twitter
Twitter posts are limited to 140 characters; however this tool can quickly disseminate useful information to a large number of people. Because of it's widespread use, companies should be careful to monitor Twitter posts for mention of their organization and create their own Twitter account to quickly respond to any negative publicity. Ideally, of course, you want your organization to be the initial source of information.
YouTube
YouTube provides a fast way for organizations to generate their own video in response to a developing crisis situation, including interviews with key spokespeople. Videos can be created and made public quickly and cheaply, providing a more personal, in-depth vehicle for delivering information and a balance to coverage that the media may be providing.
The speed with which social media can disseminate information can be both a blessing and a curse. Because social media can be used by anyone, it is crucial for companies to establish their social media as the authoritative source for information on developing situations so as to avoid having the discussion taken over by non-company sources without full information.
See how one health care organization effectively used socia media in a crisis communication.
For more information visit our blog.
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Time For a Name Change?
When an organization is looking to reinvent its image as a completely new company,or as a more diversified or specialized business, it may consider changing its name as a way to signal its new identity to the market. Product name changes also may be considered, often when sales are lagging.
In either situation there can be a tendency to think of a name change as a "magic bullet" to address any number of business issues--from brand awareness to sales. It is important to recognize the impact a name change can (or may not!) have a company's brand and operations. Below are some questions any company should ask itself before changing its name.
Is There a Good Reason?
A name change should be relevant and related either to a change in director for the organization or an identified need to better communicate a company or product message to a specific market. For example, if the company is entering an entire new line of business that fundamentally changes the company, there may be a strong case for changing the name. On the other hand, some companies may have names that are general enough to retain even with a totally new business structure. And, importantly, companies must also consider the value of existing brand recognition and the risk of losing that brand recognition through a name change that may not be necessary.
What will the Name Change Affect?
Changing a company or product name may involve many less-than-obvious costs. Brochures, company stationary, websites and a variety of other materials may all have to be altered following a name change. If an organization uses company vehicles, these may also have to be repainted to represent the new identity. All of these changes can add up to create a substantial cost. Will that cost be recouped through increased brand value that will ultimately drive sales? This is an important question to ask.
What do Customers Think of the New Name?
Even if a company's owners and employees think a new name sounds great and fits the company well, customers may have an entirely different interpretation. Businesses should consider polling customers or having small focus groups to discuss possible new names. The company may discover interesting information that significantly influences the decision of whether to change the name.
It's About More Than the Name
Organizations should think long andhard about the questions above before changing a name.
(Important note: your employees have a critical impact on the value of your brand--regardless of your organization's name - find out why and what you can do to leverage their positive impact.)
Finally, companies should recognize that business or product success is about more than their name. It is all of the activities that a company undertakes throughout the entire marketing spectrum--a high-quality product that is valued by a target audience and delivered with high service standards, the appropriate price-point, access and effective promotion all serve to drive brand recognition and value. The words "Nike," or "Amazon" or "Nordstrom" meant nothing before those organizations built brand value through all of their marketing activities.
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Should You Consider a Staffing Agency?
While a poor job market can provide employers with a large pool of applicants for open positions, many companies, particularly small businesses, may have difficulty sifting through the numerous applications they receive. Still other employers have difficulty finding the right candidate even among hundreds of applicants. Employment agencies that specialize in connecting the right employees with the right employers can be a useful solution for any business.
Time Savings
Employment agencies handle the majority of the hiring duties that would otherwise fall on a hiring manager or human resources department. These duties include initial screenings, interviews and skill assessments, among others. Once the top candidates are identified, the employer can have the final say in who their new employee will be.
Flexibility
Many hiring agencies locate employees who will work on a temporary basis. This gives employers the ability to add staff during busy periods without having to worry about long-term employment commitments if business begins to slow.
Trial Period
Particularly for small businesses, finding the right employee for a key position can have a significant impact on the overall functioning and success of the organization. Using a staffing agency to identify qualified temporary employees gives an employer the ability to work with employees directly and gauge their competence and fit within the organization. If the relationship works well, the employment arrangement can be made permanent. If not, the company can pursue other options.
Using an employment agency can outsource a significant aspect of running a business and free up time for activities more directly related to operating the company. Nevertheless, employment agencies are not for all companies, and the unique nature of each business will ultimately determine whether using a staffing agency is the right move.
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