Although social media is a mostly one-on-one digital concept, when a mistake goes viral in your company you shouldn’t overlook the chance for positive publicity through traditional media. Journalists can sometimes accelerate a problem or situation and exacerbate your social media troubles, but they can also be very valuable allies in telling your side of the story in a crisis.
- Traditional Media and You — A recent study conducted by the Associated Press shows that a large majority of journalists use social media sites like Twitter to identify new issues and viewpoints. News resources like Reuters and CNN report relevant breaking news on their personal social accounts as well as through print, radio and TV. These methods engages their followers / readers / listeners / viewers, and in turn spreads the word. When dealing with the traditional media, try to reach out to them quickly, engage them in your topic of conversation and hope that they help you get your viewpoint heard. The minute news begins to spread, you will need to kick your efforts into high gear and start using your resources.
- Video is King — Don’t underestimate the power of online video. Video is shared faster and more frequently than anything else. A strong, straight-to-the-point video can help relieve the crisis situation more than a Tweet or written distribution can. But the key factors still weigh in, keep your message sincere, relevant and clear. To see an example of what NOT to do, watch the 2010 videos from the former BP CEO during the first weeks of the Gulf of Mexico oil spill. When a crisis occurs, one of the first things you need to know is, “How long will it take to shoot, edit and distribute a video?” The answer is, when you’re working with savvy media professionals, it’s possible to shoot, edit and distribute video within hours. In fact, we often find that the approvals can take as long as the shoot and edit.
The third and final installment will be Scene Stealers.
Read Part 1 of Gaffes, Baffles and Mistakes. How to Fix Social Media Bloopers; The Basics For more information about how to leverage social media to enhance your online reach, and drive media to your content at the best value in the industry, contact NBN and ask about our multimedia news or video release services www.newsbroadcastnetwork.com/contact.
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