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.
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