How to Proceed with your Brand: US Capitol Crisis
Unimaginable. Unprecedented. Unbelievable. Those are the words still reeling through many of our minds as we think back to the events that took place yesterday. As we try to come to terms with the chaos, we are left wondering what, if anything, should be done across social media and digital channels. Should paid advertising resume? Should a statement be issued? Should organic content still be paused? It’s safe to say that we haven’t re-entered a “business as usual” approach. At this time, it’s incredibly important to monitor conversations that are unfolding on and outside of your owned channels. Sensitivities are high and the likelihood of content being misinterpreted and/or misconstrued is just as high. Given the current climate, we would recommend continuing to pause organic and paid content through the end of the day and then taking a day-by-day approach to evaluate whether or not it makes sense to resume publishing. Knowing that the rest of the month could bring about more sensitivities, it’s important to consider your brand’s place in this conversation — if any. Below are a few things you can do now to adjust your strategy and plan for the future: Understand responses to other brand posts Evaluate how messaging reinforces your brand mission and purpose Leverage social listening to inform your content and response strategy Assess when paid advertising makes sense Establish a moderation rubric Brand engagement and reactions from consumers Over the past 24 hours, there have been several brands that have posted statements about the crisis that took place in Washington D.C., calling for a peaceful transition of power and denouncing the violence experienced at the US Capitol. Generating mostly negative replies, consumers have accused brands of being inauthentic, mentioning “No statements like this, past few years though? #hypocrites,” as well as opportunistic “How do I cancel my card? What happened in DC was disgusting... but so is corporate America looking to capitalize on it.” Additionally, consumers are calling out brands that have the ability to do something about it: “So you’re going to pull PAC money from the lawmakers who enabled this, right? Because I don’t think anyone still has an appetite for performative tweets when you have the power to actually do something.” Before publishing a statement, consider how the message ties into your brand values. While brands may feel pressure to condemn the events at the US Capitol yesterday, the country is still processing and tensions are high. Being quick to publish a statement across your owned social channels may come across as reactive and inauthentic to your community; especially if this is the first time that your brand is entering the political arena. If publishing a statement is something that you are strongly considering, we recommend ensuring that: Your brand was directly mentioned as a part of the events, specifically in th…4.7KViewsSign in to react to this post0CommentsCMAD Resources You Can Use
January 24th will soon be upon us, and with it, the ever-awesome CMAD. As community managers, we’re always on and immersed in the communities we moderate. The threat of burnout is real, and so is the need for time to rest, recover, and (most of all) put ourselves and our health first. That’s what makes Community Manager Advancement Day so important - because while these practices should happen daily, it’s important for us as a group to focus on advancing ourselves first and foremost. In recognition of the amazing work you do day-in and day-out with your own communities, we at Khoros have once again gathered up-to-date resources you can use - today, right now - to advance yourself. Use them to grow your community management skills, while giving yourself some inner peace and calm. Getting Started Read the Community Manager Burnout blog, with some time-management tips that every social media and community manager should know. Our Favorite Strategy Guides & How-Tos The High Cost of Low Agent Retention + NEW AUDIBLE VERSION [Podcast] Becoming a Leader of Organizational Change Khoros Expert Opinion on Change Management Starting Out on the Community Journey Unlocking Community Engagement Planning for the Future & Growth of Your Community Inspiration & Case Studies How the SAP Concur community team used customer input to pivot fast How we use Khoros Bot to increase leads and community registrations How Jawwy doubled digital care volume, cut costs, and raised CSAT 4 Examples of Great Online Communities and What Makes Them Work 4 brands who drive real value with their online communities Taking Care of Yourself How to avoid burnout as an “always-on” community manager Avoiding holiday burnout for community managers I'm a social media marketer — Here's how I avoid burnout Brands and Mental Health: How to show authentic advocacy online Industry News & Insights Strategic Services Weekly Trend Report Reviewing Foundations (Atlas Login Required) Community Learning Articles Training Videos Social Media Learning Articles Training Videos Finally, if you get a moment, don’t forget to check out the latest articles from the CMX team, who are putting together their own resources for CMAD. Is anything missing from this list? Please let us know, and share your favorite CMAD resources below.ViewsSign in to react to this postCommentsManaging your brand during a crisis
As we’ve learned over the past year, a crisis can occur at any time. Being prepared for a crisis, be it political, social, public health-related, or something else we can’t imagine yet, is essential. Your brand will be stressed no matter what -it's best to eliminate the stress you can control, rather than come at it flat-footed. While below are some helpful tips, it’s critical to take a day-by-day, or even hour-by-hour approach, and evaluate what next steps make the most sense for your brand as events continue to develop. We recommend consulting your internal legal team to discuss any risks with communications. For more resources or additional advice, don’t hesitate to reach out to your primary Khoros point of contact. Below are our best practices for managing your brand during a crisis. Review owned content within Khoros Marketing Keep a pulse on the conversation using Khoros Intelligence Connect with your service teams and automate processes in Khoros Care Evaluate communication methods in your Khoros Community Involve the right stakeholders Helpful links throughout Atlas regarding Crisis Management and Khoros Review Owned Content within Khoros Marketing Review all content and adjust or pause as needed. Be mindful of what copy and creative is included within your content as certain words and images can easily be misinterpreted or triggering depending on the current climate. To pause publishing in Khoros Marketing, follow the steps below: Click Company Settings at the top right of the Marketing main window. The Company Settings settings view opens. Select Pause Publishing from the left-hand menu. Click the Pause Publishing button. In the table of initiatives, click the pause icon or activate icon for the initiative that you want to pause or resume. Alternately, click Pause All Publishing to stop all publishing or Resume All Publishing to resume all publishing. Note: Posts that are scheduled to be published during a pause period will be moved to a “Failed to Publish” status at their scheduled publish time. To publish a “failed” post, you must resume publishing for the initiative and then manually reschedule the post. When initiatives are paused, moderation activities remain enabled. You can still reply to and comment on incoming posts. Keep a pulse on conversation in Khoros Intelligence Note: For more information on what you can do in Intelligence, see this article. For a template you can use to update internal stakeholders on conversations surfaced using Intelligence, see this article. Be mindful and stay up-to-date on the current climate. Ensure that you are current on the most recent developments and that you’re pivoting your content and engagement strategy accordingly. Maintain a consistent pulse of key conversation trends on social through proactive and robust social listening, as well as evaluating how competitors are reacting and responding. For example: …ViewsSign in to react to this postComments
4.7KViews
0Comments
You’ve seen all recent content