Taco Bell is currently undergoing a social media crisis, and it’s interesting to analyze the social media dimensions taking place. If done correctly, their social media management can safely carry its brand out, or, if not, will scathe its image and revenue for some time. While we’re primarily concerned with the social media dimensions of how Taco Bell is coping, in a nutshell, here’s what’s going on: a class-action lawsuit was brought against Taco Bell claiming that it misrepresents its beef because, though USDA approved, it is only 88% beef. The conversations that led to the lawsuit originated in the blogsphere from scrutinizing consumers. Even if the lawsuit is adjourned in Taco Bell’s favor, in the meanwhile, Taco Bell must protect its brand in the process. So far Taco Bell has responded through Facebook, YouTube, and Twitter. While this is an ongoing event which started less than a week ago, it’s still premature to determine whether Taco Bell’s social media response will be successful.
A lesson to learn from Taco Bell is that, as social media marketers, a social media crisis can hit unexpectedly and your company must be prepared. Here are four tips in dealing with your own social media crisis, should they arise.
Timing
In the old days of PR, a company had 48 hours to plan a response to a crisis. In the world of social media, companies have about 48 minutes. The longer a company lingers on a social media crisis, the sooner the crisis can go viral on social media platforms. Imagine immediate retweets on Twitter, and reposts on Facebook and Youtube. Your response must occur as quickly as efficiently possibly.
Appropriate Response
When a social media crisis hits, consumers demand increased transparency. Remember that social media consumers are clever and they have the internet at their disposal—which led to Taco Bell customers discovering its beef content. Social media consumers will search out your company. In response, your company should monitor, as much as possible, all consumer-created media and respond appropriately. If a video goes viral on Youtube that features your company in poor regard, respond with your own Youtube video that explains and mitigates the situation. Invite consumers to join the conversation. The more they engage in conversation, the more they’ll less likely fill their lack of information with malicious speculation.
Preparation
Your company should devise a Social Media Crisis Action Plan. In devising one, some questions you should ask are: If a crisis were to hit right now, who would I call within my company to quickly respond to this crisis? What are their resources? Who are possible external contacts that could help mitigate the crisis? Secondly, after you’ve created a Social Media Crisis Action plan, your company needs to run drills so that your company is well-prepared when a real crisis hits.
Hire An Expert
Taco Bell is a large company that more than likely has in-house PR experts and connections to government agencies, such as the USDA, to defend its USDA approval. However, mid-size companies might not always have this luxury. The best way to battle a social media crisis is to hire social media experts to carry your image safely through. Remember, when a social media crisis surfaces, even if your company is the victim of libel or naysayers, until your company gets through it, it must nurture and protect its brand in the process.
Written By: Jaszver Bauzon
