How can you identify and leverage social media influencers for brand awareness?

Social-media-for-BrandingThe evolution of digital marketing has given rise to many new different concepts that are being increasingly used by individuals and brands to create awareness. One of them is the social media influencer. While this did not exist till about five years back, as of today, more and more brands are using influencers to build relationships with their customers.

So who are these social influencers?

Social influencers are social media users who, other than having a huge following, also have an established credibility with their audience. They have the power to influence others with their authenticity and trustworthiness. An influencer is neither a brand evangelist nor a brand advocate (although that can also be arranged for a fee). There are more like cheerleaders who extend the message in their immediate circle.

While many social influencers tend to have a large number of followers, at the end what really matters, is how many of them will mention, respond to or share an influencer’s posts. These influencers use different channels to reach their audience and they could be anything from blogs to the various social media networks.

How does one to identify social influencers?

Though the social influencer is a fairly new phenomenon, many bigwigs of the industry believe that this is nothing but the ancient “word of mouth” marketing that relies on technology to accelerate it. Leveraging the best influencers will not only help you reach their audience, but the audience’s network too.

Influencers with a huge number of active followers can increase brand awareness and drive traffic to your product pages. There is a relationship component in influencer marketing as the audiences that you are looking to influence listen to the particular person because of the trust factor. Hence, when you are looking to identify a social influencer for your brand, you should keep the following “must-have” points in mind:

  • Relevancy to the audience: Look for influencers that produce niche content and are relevant to your brand contextually.
  • Authentic: Audiences trust influencers because they are authentic with their information. He or she must not be posting sponsored content as they will dilute the purpose.
  • Active and makes frequent posts: There is a direct correlation between the frequency of posts and the return of the customer. The more the influencer posts, the more your brand name will spread.
  • Huge reach: Don’t look at reaching a target audience; instead opt for someone who has a wide range of audiences that can be influenced.

Why is social influencing marketing important today?

A report by The Guardian states that 69% of the customers will use the Internet as their main source of information within the next five years. Also, a recent study by McKinsey found that online word of mouth advertising drives twice as many sales as paid advertising leading to a 37% higher retention rate.

If we are to go by these studies, it is pretty much clear that the best way to drive sales is to identify social influencers aligned to your brand and leverage their voices to communicate your brand’s message.

According to another study, 88% of buyers consider online reviews very important when making a purchase. The millennials, who represent an enormous segment of the purchasing population, rely on a brand’s story more than other buyers when making purchasing decisions. Also, 90% of consumers trust peer recommendations. It’s time that you started using social influencers more than you did!

How to engage influencers?

To get social influencers to help you, you have to again build a relationship with them and it has to be done subtly. Building relationships take time but once the connection is created, activating influencers becomes a lot more seamless and effective. After connecting with time, give them engagement. Interact with them on different platforms through the content they are sharing and also participate in the conversation they start. Apart from participating in their posts and conversations, you can also grab their attention through: media kits, contests, shareable content, hashtags, and with creative contents like infographics, videos etc. This can grow into a mutually beneficial relationship.

How do you leverage the services of influencers?

There are various ways that you can make the most of social influencers. Listed below are a few of them:

  • Create an experience: For the influencer to talk about your product it can’t just be a review, it has to be an experience that he or she can feel and enough to share it forward with their audiences.
  • Customize the campaign: Each campaign has to be customized to fit the social influencer that can be steered by the influencer in a way native to his or her audience.
  • Track the progress: You must track and monitor the progress so that if required you can tweak the campaign in between to suit the required results.

At Unspun we help customers identify the social influencers who meet their requirements and in the process help with influencer marketing.

Want to be next Narendra Modi? Here is the secret

pr-in-politicsthe-reason-behind-mr-narendra-modis-success-1-638Indian politics has evolved quite a bit since the time of its inception. In fact, the scene has become quite dynamic and complex right now. While earlier the politicians would address the masses on one platform, for example, at a rally, where audiences would turn out in large numbers to listen to the speeches of the politicians, now there are multiple platforms.

With the advent of the digital age, the number of channels that politicians use to reach out to people is phenomenal. It feels like, politicians are running a permanent political campaign on the Internet through various outlets like Twitter, Facebook, websites, blogs and so on. More the channels of communication, more the room is for error. Due to conservative usage of communication earlier, our politicians then did not really require the help of Public Relations. Gandhiji never had a Twitter handle those days and neither did he have a PR, yet he was able to communicate well with the masses who understood his agenda clearly because there was just one channel of communication and it was uniform. But, now it is a smart move for the politicians to have a PR at the disposal because they have an image to protect and build upon.

Most politicians in western countries have their own in-house PR advisor whose responsibility lies in dealing with the press. They also help the politicians with image building, reputation management, crisis management and even easy and correct communication with people. Sometimes, when the problem is of a bigger dimension, they even hire an outside firm to deal with it. Rarely do we come across politicians from leading countries like the USA, UK and Germany making any political bloopers? But, our Indian politicians are yet to learn the trick!

Politicians till date end up making shocking statements for which they have to later apologize and compensate heavily. There have been many such examples in the past. There is one particular politician though who seems to have taken a cue from the West and has imbibed it in his own day-to-day functioning. Prime Minister Narendra Modi is known to have a dedicated team that helps him. They keep him updated about the different going ons in the country and the world and even help him with different digital channels to keep in touch with his countrymen. If that is not enough, the team seems to even help him with his body language and attire. No wonder then the PM has ever made any statement out of line.

Public relations is a two-way process that in the first place helps make information available to public in an effective and efficient way, and secondly helps the politician get feedback from the public so that he or she can incorporate the same. Even though there are many digital channels today, it is very easy to get lost in the milieu. PR can bring visibility to a politician, especially in social media driven world like ours. A politician is has a busy schedule and as such it is not humanely possible to reach out to each and everyone, this is where a PR agency steps in and can come up with strategies and policies to communicate with the people in the best possible way.

PR can benefit politicians in the following ways:

  • Party identification
  • Image building
  • Image management
  • Communicating right messages on right platform
  • Avoiding scattered or half understood media messaging
  • Crisis management

Today among Indian politics there is a greater need to consider alternate mechanisms to reach out to the citizens and PR can play a vital role in dealing with the same. PR can go a long way in helping politicians not only during the elections to engage voters but also with their long term campaigns that seem to have become an ongoing process. It is very important for a particular leader to be identified with a party and PR can help that cause in a big way in the process also contributing to party engagement on a regular basis.

It is not only the public in general but also the internal marketing that matters for a politician. It is imperative that a politician is also well known within the party and holds a good rapport with his party members. PR works like an all encompassing blanket that covers all these areas and more.

Are you leveraging retargeting marketing wisely?

social-media-advertising-facts-infographic-2014An ideal situation for business owners is when buyers visit the website and register expecting a sales executive to get in touch. The sales rep later contacts the visitor and converts him/her into a customer. But unfortunately, such a linear process seldom happens with visitors who browse websites and then leave for an alternative option only to return months. Now, there is this new concept, retargeting marketing, that is being used by digital marketers very commonly to redirect one-time visitors to their websites again and the results have been great.

So what is retargeting marketing?

98% of visitors who visit your website leave without converting. You can use retargeting marketing to convert these visitors. It is a form of marketing through which you target users who have previously visited your website with banner ads on different networks across the web. In this, a small code is added to the landing page (or website) controlled by the marketer or publisher, which places a cookie in each visitor’s browser, adding them to an audience list in retargeting. That audience can now be retargeted with a specific campaign aimed solely at them.

Retargeting marketing is has target customers. B2B companies are often the best candidates for retargeting. But then, it is ideally for site that fails to have a 100% conversion.

Why should one use retargeting marketing?

Retargeting has emerged as a very powerful marketing tool especially for performance driven markets. There are various reasons why it is so important these days:

  • You get a second chance to convert a visitor: The interesting thing about retargeting is that you are targeting potential customers who are already aware of your brand as they have visited your website earlier. These customers will know about your products and services and are more likely to get converted into customers through continuous persuasion.
  • Create your own data mine: If you already have a continuous flow of one-time visitors to your site, then leverage that and create your retargeting list. It complements SEM and SEO efforts to a large extent. This enables you to keep a track on the visitors who would have otherwise gotten away.
  • You can create a recognizable brand through retargeting: Through retargeting, people get to see your ads everywhere that gives the impression that your brand has a big ad campaign running. This itself is enough to create a lasting impression on a potential customer’s mind and goes a long way in creating brand awareness that enables easy brand recognition. It acts more than just a conversion focused tactic.
  • Cost effective: Retargeting marketing gives a great return on investment making it a very cost effective method of marketing. Many people consider retargeting to be the one of the top tactics in display advertising when it comes to ROI. Also, the engagement is typically higher because of increased level of targeting.

Choosing the right channel for retargeting

There are plenty of channels these days online that you can retarget potential customers through. This will again depend on the kind of business you have and the kind of customers you want to convert. You can use third party platforms like: PerfectAudience, AdRoll, Retargeter, Bizo, and a few others or you can retarget through the social media channels like: Facebook, Twitter, LinkedIn and so on. The ads will vary according to the channels you choose and there are certain advantages and disadvantages of each. For most products and services, social media channels works well as more people are likely to be reached through these platforms. Here the interactions are more too and hence the chances of being talked about is more.

Takeaways of retargeting marketing

Usually a brand gets one chance to make an impression but with retargeting, it is more than just one. Retargeting can be incredibly effective for advertisers who put the time in to manage and optimize spending effectively. You don’t have to worry about competition like with many other channels, you control every piece of this channel, and you have unlimited options on how to utilize it.

In the highly competitive world of digital marketing, you want to utilize every advantage possible and maximize the value of each of the visitors you drive. In the case of retargeting, you are leveraging your own first-party audience data, which, as we’ve discussed before, is the most valuable type of audience data.

At Unspun , we help our customers retarget their one-time visitors through different channels.

Publicity at any cost – Good or Bad?

bad-publicityHow often have we heard the statement, “Any publicity is good publicity”? Our guess is – a good number of times! Brands, big or small, know the power of this statement and at some point of time or the other have tried to take advantage of a bad publicity or bad press. Though it is not exactly something experts would advice, brands and individuals on more than one occasion have benefitted out of a negative publicity.

But, bad publicity is not good for everyone. If a brand is relatively unknown then, it can benefit from the exposure. On the other hand, the image of a bigger brand might get hurt with bad publicity. For example, a theme park in California, USA. The 2013 documentary Blackfish, that won an Academy Award for its depiction of what many believe is animal cruelty, affected the operations of the park. The park’s revenue went down, as the number of visitors had dropped significantly. Laws were proposed in California that would make it illegal for the company to conduct some of its operations. It paid a huge price following the allegations made in the documentary.

On the other hand, a study found that sales of popular singer and entertainer records rose during periods when the singer was in the news for child molestation or dangling his baby over a balcony. So how do we know who gains from a bad press?

On negative publicity, a study by three professors from Wharton and Stanford stated, “A crucial factor is how familiar a brand or product was before the negative publicity. Crunching data that cross-matched book sales against critics’ appraisals, they found that negative reviews of a new book by an established author hurt sales.”

An Indian real estate company, which has been in the news lately due to the controversy that its co-founder and ex CEO, had stirred, might have gained quite a bit. Though the company was launched in 2012, it was only early March 2015 that its nation-wide brand launch took place after its third round of funding and people started “looking up” to the brand. The brand revealed its new logo, colours, brand philosophy and tagline. The launch was also advertised in national newspapers with big hoardings put up in several cities across India with notable posts on the company’s social media pages. This got everyone talking about the brand even giving sleepless night to its competitors.

The company was growing too fast too soon and this was perhaps what made its CEO, a wee bit arrogant as he started displaying his callous attitude. The company became a talking point on several occasions thanks to his actions:

  • Public spat with other industry leaders, where he accused the leader of poaching staff from the real estate portal
  • Tiff with a leading media house where he said, “Who needs a girlfriend when you have the Times group.”
  • The famous spats with the CEO of an online restaurant search and the CEO of a well known cab service, which caused much buzz on the Internet. After his public firing, one of the CEOs even tweeted that it felt like reality entertainment show Bigg Boss season had just ended
  • Resigned from the brand after sending on to the board where he mentioned, “investors were intellectually incapable and not worthy of his time”
  • Gave off 200 crore worth of his shares to the employees of the company
  • Took a pot shot at a software giant’s CEO by posting a picture of him sleeping at an airport lounge

But the bad publicity that he received from the controversies that he created for himself over a period of time did not work for him. Instead, it looked like he dug a pit deep enough for himself to fall as he got fired by the same board that he had referred to as ‘incapable’. He lost the control over his own company, the company that he had worked hard for and co-founded with 11 other people. He became a butt of jokes, especially on the social networking sites and was even trending on Twitter the day he got fired. He is now referred to as the ‘bad boy of Indian startups’.

While it worked in a negative way for the ex CEO, the brand seems to have benefitted from it quite well. Every time he posts something on his face book page or makes a statement, people directly associate it with the brand that in turn gained mileage whether offline or online. Meanwhile, there bound to be some repercussions of this exit internally. He was after all the founder of the company and his firing left the employees in a lurch with reports in the media stating that investors were keen to sell the startup as other companies were keen on buying it. Employees have been worried about their job security and his shares would be distributed to them that they put across to the board.

Interestingly, the brand lost about 15% of its top employees since news of his likely departure was first reported in March. After his exit, the senior executives and investors of the company met and assured the employees that the three-year-old startup can still become a billion-dollar company. As per reports, many companies are interested in buying the brand. The biggest investor of the company was heard saying, “Innovation, product and design are the key strengths of the brand and if we stick to it then we don’t need to worry about competition.”

What most people feel is that the startup though has gained from the entire controversy will play safe now instead of getting innovative.

So how does a brand or an individual handle a bad press? Here are some pointers:

  • Leave the Internet alone. What is posted on the Internet remains there for eternity. Half of the problems come from ranting on the Internet or the emails.
  • Keep a publicity plan in place. Foresee problems and have forecasts of any future problems and accordingly have a contingency plan in place to deal with it
  • Learn from other’s mistakes. The above example should be a lesson for all startups to make a note of the things to avoid
  • Don’t stay silent. Keep people informed, especially your employees as to what is going on with the company
  • Appoint a spokesperson. This person should be someone who can calmly answer any questions related to the company
  • Your first contact with the outside world is your website, so make sure that the website is updated with the current going ons and carries a statement
  • Issue a press statement. Whenever there is a controversy, make sure that you take the initiative to send out a press note first
  • If you don’t have a PR team in place, consider hiring a PR firm that will do the crisis management for you and your brand

Will Digital India Week widen the market for Digital Media?

digitalindThe Digital India Week (DIW) that kick-started this month is sure to revolutionize the way India communicates. The campaign received eminent industry leader’s support along with their committed investments. This campaign spearheaded by the Indian Prime Minister, Narendra Modi, will potentially create 1.8 million jobs apart from connecting India through a broadband highway. This drive will open many doors and is going to be a boon.

So what effect will it have on the Indian digital space?

2, 50,000 gram panchayats and 600 districts of India will be connected through this particular initiative; hence the audiences for digital media will only go up tremendously. For example, eSignatures, which is now commanding a huge market has found a place under the government initiative and, people can now easily sign a document online using Aadhaar authentication through the eSign framework. Similarly, the digital locker will help people store their important documents online without worrying about physical documents, not to mention, save paper!

But, this is not where the buck stops! These are surface-level benefits for the common people. Can you imagine the impact that a person, brand or product can create with such a wide reach and how much it can benefit? A revolution is surely waiting! By using the different digital channels especially the social media channels, brands can even double their numbers. When it comes to small and medium scale industries, and even artisans located in remote areas, the benefits of digitization will be much greater. They can enlist their businesses on the web and reach out to people not only in urban areas living in different cities but also different countries.

So how do they go about with? “We need to launch drives through which basics of digitization can be taught to people residing in small town and villages,” says Dr. Som Singh, founder and CEO of Unpsun Consulting Group and adds, “Thousands of small businesses that are grappling to survive and reach larger audience should get online first. They need to create online identities that will help their businesses reach consumers in large cities.”

One of the key initiatives of the DIW is Electronics Development Fund (EDF), which will promote innovation, research and product development to create a resource pool within the country as also a self-sustaining eco-system of venture funds. The start-ups are going to benefit immensely from this as aspiring entrepreneurs are going to get an extra push with this directive. While many big corporate’s like Tata and Infosys are coming forward to fund and encourage start-ups and there is nothing like government funding and backing, and the time is ripe enough for that.

Raising the question of IT progress in villages, Som says, “While the thought behind digital week to promote key projects around e-governance, e-hospitals, e-basta etc is great, we all are missing one key factor in all these things – the penetration and adoption of internet is only limited to metros and towns. With a low literacy rate where people still are adapting to basic aspects of mobility, such great initiatives will bear fruit when the Desh goes Digital in true sense.” Better late than never is what we can say!

Digitization of urban India took place a while back but no one was really pushing hard enough to get the rural areas digitized as well. DIW has finally arrived to complete this missing piece of the puzzle. While visiting India last year, Facebook founder, Mark Zuckerberg had said about connecting rural people in India to the Internet, “There are a billion people in India who need to be connected. Local language-based content will be a big focus area for us here.” The reach of local language based content will be huge once the rural areas in India get on the broadband highway. The different channels for digital marketing like: a. Email b. Search engine optimization (SEO) c. Social media marketing includes: Facebook, Twitter, LinkedIn and Pinterest d. Content marketing and e. PR on digital media marketing, will assume new heights when utilized in local content.

We have come a long way from the traditional forms of communication and are at an age when at the click of a mouse, information can be shared with the world. For example, we no longer write letters to anyone, instead we email or for shorter, faster and regular form of communication the social media is even more effective. Indian villages have arrived late to the party while the world has progressed quite a bit.

While many other countries progressed quite a bit on the digitization front, what kept us lagging behind? At an age when digital media is ruling the world, India is still trying to get its rural population connected. Though things will now change with the initiated of the tech savvy PM who seems to have understood the importance of the digital space. This initiative aims at empowering people through IT but can deliver more if utilized to its maximum potential.

Som suggests a way forward to get the rural population up-to-date with digitization. She says, “Modules for Internet and digital education for the commoners should be a must and camps should be organized to educate people on how to leverage digital assets. This should be followed by the 2500 hotspots that BSNL promises. Smart initiatives are a need for a country like India. But too much too soon can be a spoiler, let’s educate to enable Digital India in its truest sense.”

Strategize and choose the right Digital Media Marketing Channels with these Handy tips

B9-digital-marketing-chartDigital media marketing isn’t as straight cut as traditional marketing hence, you need to identify the right channels that work for you and then put your money in it. What works for a competitor might not work for you so conduct a proper research of the available tools and channels for your brand and product before you create your strategy. It is very important for a brand to assert a strong online presence to make a mark. With the help of social media marketing, your brand will be able to reach a wide audience but how will you know which channels work the best for you? It will mostly depend on your business and the kind of people you’re targeting.

Familiarize yourself with some of the popular channels on digital marketing before creating your strategy:

  • Email marketing
  • Search engine optimization (SEO)
  • Social media marketing includes: Facebook, Twitter, LinkedIn and Pinterest
  • Content marketing
  • PR on digital media marketing

Once you get to know how each of these channels work, you can formulate your plan of action keeping the following points in mind:

  • Define your business or company goals: Take a close look at your company’s needs and then you can decide on how you want to use the social media to help achieve them. While there are many goals that might traverse between personal and actual business goals, the common ones are – brand awareness, customer retention, sales & lead generation and reduce cost. Concentrate on the more important and primary ones and go ahead then proceed.
  • Budget: Off late, brands have been allocating a greater part of their marketing budget to social media marketing. When deciding the budget, keep in mind the following things: fees for digital marketing crew, paid advertising, content creation services fee, fees for graphic artists, photographers and videographers…depending on the kind of posts you want. It makes sense to first have the strategy in place and then plan the budget.
  • Define your marketing objectives: Marketing objectives help you measure the success of your strategy within a specific period of time. The objectives must be specific, measurable, achievable, relevant and time-bound. Ensure that your objectives are in line with the company’s overall vision and have a deadline.
  • Target audience: Before you choose to use the channels for social media marketing, you need to know where your audiences/customers are and where the competitors stand. Research the demographics of the main social media channels listed above to know where your customers are. After studying the demographics closely, choose the channels that best suit the target audience interests and online behaviour. Most social media channels will give you a broken down report of the users so go through it carefully and also keep an eye on industry reports and surveys.
  • Choose the right channels: As mentioned in the previous point, different social media channels can provide you with reports on demographics of the users. Depending on these, choose the channels where you find the customers you are targeting instead of wasting time on all the different channels. Many brands create accounts in multiple channels that don’t really help. For example, if the data tells you that your prospects spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.
  • Create content strategy: It won’t be wrong to say that social media marketing is content driven. The best marketing strategy will not work if not supported by great content. The three main components for any successful social media content strategy are: type of content, time of posting and frequency of posting. The posts you make on different channels are form and context dependent. The tone and voice of the posts should be in sync with that of your brand.
  • Assign specific roles to people: To avoid confusion and waste of time, to increase productivity, avoid confusion and overlapping of duties assign specific jobs to the staff. Once the roles have been decided upon and assigned, it’s time to execute. You can plan the marketing activities on a weekly basis that is less confusing or on a daily basis, avoid monthly basis as it is too long a time and things might change in between.

Now that you have got your tips handy, go ahead and choose your channels and strategize your activities. We at Unspun have experts working closely with clients on a daily basis helping them formulate their plans.

The 2-minute PR Failure and How to Deal With Such a Crisis

PRFailRecently, a popular brand of international repute was under the scanner for containing certain amount of metal beyond permissible levels when tested by the Food Safety and Drug Administration (FSDA) The market value of Rs 1300 crores strong brand went down and eventually was taken off the shelves in many states. But, the FSDA report was not the only factor that contributed to the whole controversy. The bigger blow came from the brand maintaining silence over the matter for a long time and not communicating with the customers that proved a PR failure for the brand.

Instead, it reportedly asked its company officials to engage directly with stakeholders, dealers and tradeholders, but not to talk publicly about developments. A report in a well known business newspaper said, “Any engagement needs to be approved and vetted by the company’s legal team only.” When there was a personal touch required in such a sensitive situation, the company opted to communicate through its website and digital media. They included a new section on its website—for Indian consumers—with a detailed FAQ to deal with the concerns of consumers and other stakeholders.

The company has withdrawn the product from the market maintaining though that it is safe, because of a “state of confusion” they are taking it off the market. Meanwhile, the brand relied on press statements that were presented on social media in PDFs discouraging customers to actually go through them. It was an automated response and hardly had any emotional connect with the audiences. This showed the not so supportive or customer friendly nature of the brand whose PR activities were limited to just advertising the product until a few days back.

This wasn’t the first time that the brand faced such a crisis. Earlier, when a certain group, raised an issue about one of the chocolates produced by the multinational brand, the brand had an arrogant response that time too. But, no lessons seemed to have been learnt from that episode as the Indian arm of the brand chose to remain nonchalant about the product tests failure until some days ago when they held a press conference with CEO addressing the press that many PR experts feel came a tad bit late. They started taking baby steps towards damage control and announced the recall of its existing produce worth billion rupees. They even rolled out an ad out in the paper stating customer’s trust as their utmost priority and called out to millions of its customers who may still have the product at their homes and would wish to give them up.

This is one of the biggest crises that the brand has ever faced and has cost it dearly. Could the brand have avoided this crisis? Instead of taking it in a positive way and letting their PR machinery do the damage control, the brand chose to go defensive which hurt even more. This is quite amateurish coming from a brand that is 110 years old.

So how could the brand have managed this crisis in a better way?

  • Quick response: When the FSDA had declared the results of the test, the first communication following that should have come from the brand. Considering that India is an emotional country and the brand engagement with the customers is huge, the brand completely failed in this regard. All the brand had to do is have a press conference and state their side of the story instead of leaving the customer in a state of confusion.
  • Appoint a spokesperson: When faced with a crisis, the first thing that a brand needs to do is appoint a spokesperson who will be only point of contact for that crisis. This spokesperson should be a senior staff member or management committee. This will not only provide consistency to the voice of the company but will also be professional and show people that the brand is serious about solving the crisis. This was lacking from the multinational brand.
  • Make a statement: As a brand, make a statement that will adhere to the following format: 1. Show sympathy to people adversely affected 2. Explain what you are doing to tackle the situation e.g. cooperate with an enquiry, conducting further tests etc. The brand in question had many chances and yet failed to do so.
  • Communicate: What the brand forgot was that one should never leave the audiences in the dark and let them make up their mind based on one side of the spectrum. Communicate with them! It could be in any form – website, email networks, newsletter and face-to-face contact. Reassure your users and stakeholders that you are taking the issue seriously and let them know whether there are any changes to your products or not.
  • Investigate: Even if it means that you have to set up your own enquiry or co-operate with an external investigation. Make sure staff and volunteers are supported through this difficult time.
  • Give importance to social media: Social media plays an important role in crisis management so give its due and use it diligently. This could be your easiest mode of communication with the customers and stakeholders. When you are sending out a message, ensure that the tone of your response is aligned to the tone of your company. It is important to react on time; even a genuine and credible response will fall flat if it is not delivered at the appropriate time to make sure that you don’t rush to make a statement.