Summary
Contents
Whether or not your brand is on social media, your consumers are. They are continuously sharing their good and bad experiences about your brand. Most brands are not prepared to deal with negative feedback which, if ignored, can spiral into a crisis. This book seeks to aid brand and business owners to structure organizations to be crisis-ready. Creating a crisis squad and a crisis playbook, envisioning various scenarios that can occur, and what the brand's response should be are some of the areas the book delves into. It also recommends preventive measures that can save brands from social embarrassment, and social listening strategies that can alert organizations to a problem before it becomes a crisis. When everything else fails and a crisis is at hand, the focus shifts to executing the playbook, turning the conversation around leveraging evangelists and influencers. Once the crisis has ended, it's time to audit the playbook and close the gaps, as well as evaluate financial or reputational damage done to the brand, and see how quickly one can recover.
Securing, Your Digital Assets
Securing, Your Digital Assets
“I do not fear computers. I fear the lack of them.”
—Isaac Asimov
Digital has clearly established itself as a critical component of any brand's marketing efforts. But what is digital? Digital is less homogenous, more interconnected, and less discrete but more measurable than the emerging media of the past. The lines between social networks, chat, email, and even news have blurred completely, leaving marketers a plethora of continuously evolving platforms to deal with. New platforms offer new avenues to brands for consumer engagement, as well as the opportunity to be “with it” for a while until the competition catches up. This has led to brand managers jumping onto every new trend or fad, perhaps spurred by ...