Several months ago I met with the owner of a local internet/content management company to talk about how we might be able to work together. It seemed this company was in need of a solution that perhaps, with my PR expertise, could provide. How can a content management company position themselves to respond to social media and internet commentary on behalf of a client without delay because of required approvals and multiple layers of buy in by the client. By the time a response is crafted, approved, filtered and given the green light, days and even weeks may have passed — a lag that becomes the detriment to the social media initiative all together. Straight out of CKG Indie PR’s public relations toolbox came these solutions.
- Use crisis communications methodology. As part of any good crisis communications plan, fully prepared and approved key messages are built into the plan ready to go the moment a crisis or unforeseen “situation” arises. The key messages are typically generic, but they serve as the general outline for how a company will craft its public response. The key messages are prepared based on many different senarios so there is a wide variety to choose from, but they are all consistent and true to the company’s culture and tone. So you have this outline for the crisis situation, why not look at social media dialogue in the same way. Now let me be very clear, I am not suggesting that this type of dialogue presents itself as a crisis. I am merely suggesting that the methodology used to effectively respond in a crisis could also work as a way to quickly and transparently respond in the social media realm.
- Designate your gatekeepers. Approvals are unavoidable so establish your gatekeepers from the beginning. Establish the expectations of the gatekeeper at the start as well. Have all their available modes of contact (work and personal email addresses, and desk, cell and home phone numbers) and outline how quickly the gatekeeper is expected to respond (by end of day, within 24 hours, etc.). Then also have a backup gatekeeper to respond when the initial gatekeeper goes on vacation or calls in sick. Have the same amount of detailed contact information for that person as well. Now obviously, gatekeepers also must be or must have a direct ability to make a decision about how to respond to social media commentary. Delegating the office manager as the gatekeeper only makes sense if that person has the authority to make or communicate a final decision.
- Build trust by getting to know your client. As a content management company, you can’t very well expect that your client will simply hand over its social media voice. It will take time without immediate ROI for your company — that you should know right up front. However, what you are bridging is a partnership to ensure a company maintains a reputation of being responsive, responsible and transparent — a reputation that the company has likely protected and nurtured since opening its doors. And the social media world is a new path for them. While a content management company may know all there is to know about this new path, it must also know all it can about the client it is leading to ensure its guidance is appropriate and well received.
I guess there is no short answer to this question, but with the right strategic thinking it can be done successfully. Social media is a reality that every company must, not only face, but build into its operations. I know what you are thinking…your plate is already overflowing, right? How can you add one more thing? The good news is that companies like CKG Indie PR work with content management/internet companies as well as with corporations and organizations who are looking for solutions related to social media, and other communications challenges. Consider working with freelancers and consultants to help manage your work load.
