Krisenmanagement bei „Shitsorms“

I want you!Krisenmanagement in sozialen Netzwerken 

Im Internetzeitalter kann eine öffentliche Krise ein Unternehmen vernichten.

Shitstorms gegenüber Unternehmen oder Repräsentanten von Unternehmen in sozialen Netzwerken stellen ein modernes Problem dar und sind oft unkontrollierbar. Desto wichtiger ist es, darauf gut vorbereitet zu sein und möglichst einen genauen Plan für solche Situationen zu haben.

Zunächst sind Grundlagen zu schaffen

Ein Unternehmen muss für seine Fans und Follower Richtlinien für die Social Media entwickeln („Netiquette“), an die sich dann jeder halten muss.

Damit sind Maßstäbe und Argumente für den Krisenfall verfügbar. Z.B. kann damit die Löschung eines Kommentares aufgrund von nicht akzeptabler Inhalten begründet werden. Den Benutzers (Teilnehmern an Socialen Medien) müssen die Möglichkeiten der Kommunikation bekannt sein und jederzeit zugänglich sein.

Dann ist ein strukturierter Krisenplan zu schaffen

Ein strukturierter Krisenplan definiert klar die Verantwortlichen des Unternehmens für die Situation, wenn es zur Krise kommt.

  • Am Besten sind die verantwortlichen Personen so geschult und kennen die Benutzer der sozialen Medien so genau, daß sie eine Krise schon im Vorfeld erkennen und eindämmen können.
  • Sollte es zum Shitstorm kommen, dann darf im Wesentlichen nur noch moderiert werden. Floskeln oder Maßregelung der Benutzer bringen nicht weiter. Bei Beleidigungen oder anderen Verstößen gegen die Vorschriften bzw. „Netiquette“ muß klar vorgegangen werden. Dann sollten auch Beiträge gelöscht werden. Grundsätzlich ist es dann wichtig, daß klare und nachvollziehbare Aussagen getroffen werden und die Fähigkeit zur Kritik gezeigt wird.

Beste Verteidigung sind Fans als Markenbotschafter

Wenn es ein Unternehmen schafft, Fans in neue Markenbotschafter zu verwandeln, dann bilden diese Fans die stärkste Verteidigung im Fall einer Krise oder Shitstormes.

Diese Markenbotschafter (Brand Ambassadors) werden in einer Krise für das Unternehmen einstehen und in sozialen Medien entsprechend auftreten. Solch eine starke Gemeinschaft (Community) bekommt man nur dann, wenn man

  • seine Benutzer (User) genau kennt,
  • sie mit entsprechenden Inhalten versorgt,
  • sie ernst nimmt,
  • sie respektvoll behandelt und
  • die Social Media Kanäle, auf denen sie sich austauschen, gut pflegt und beobachtet.

Netzwerk-Marketing auf der Competence-Site

Nachhaltiges Netzwerk-Marketing auf der Competence-Site

Das ist eines der führenden Kompetenz-Netzwerke im deutschsprachigen Raum für Fragestellungen aus den Bereichen
  • Management,
  • IT,
  • Produktion,
  • Logistik,
  • Finanzen,
  • Immobilien und
  • Recht.
1) Das Themenspektrum wächst weiter, und in mehr als 100 themen-fokussierten Competence Centern haben Fachinteressierte, Entscheider und Nachwuchskräfte kostenlos Zugang zu hochwertigen Inhalten, Praxiserfahrungen und Experten-Antworten.
2) Experten und über 9000 Unternehmen können auch mit Deinen Kompetenzen den Markt für sich gewinnen.
3) Auf Competence-Site.de bringen sich über 6.000 Experten aus der Wissenschaft und der Praxis (Vorstände, Geschäftsführer, Bereichsleiter, High-Potentials, …) ein.
Das Netz arbeitet mit institutionellen Kompetenzträgern und Netzwerk-Organisationen zusammen (Verlage, Forschungsinstitute, Bildungsinstitute und Verbände).
4) Das Netzwerk wächst kontinuierlich. Weltweit können sich Nutzer, Experten, Unternehmen/ Anbieter dem Netzwerk der Competence Site anschließen. Competence Site.de konnte eine einzigartig hochkarätige Nutzerklientel an sich binden. Inzwischen verzeichnet Competence-Site ca. 1 Mio Besucher im Jahr.
5) Firmen können sich auf der Plattform als führende Kompetenzträger positionieren und für ihre Dienstleistungen werben. Sponsoren und Werbekunden profitieren von einer zielgenauen Ansprache der hochkarätigen Nutzer der Competence Site ohne Streuverluste.

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