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•• Study: Facebook Helps Brands Weather a Crisis

November 20, 2013

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While it may be a visceral reaction to duck-and-cover — especially in social media settings —  in a crisis, a strong, positive social media presence can help mitigate the situation.

A recent study by researchers at the University of Missouri found that an active social media presence on Facebook can help maintain a more positive reputation for a company or brand.  In addition, narrative posts, i.e., those that tell a story, explain a situation or add context, helped offset bad news more than brief, factual posts.

Now, that’s not to say that all social media postings are a good thing in a crisis (I’m looking at you, Amy’s Baking Company), and cool heads and consistent messages need to prevail.  If it’s a big crisis, you’ll need a big pot of coffee and perhaps a few colleagues (or a stalwart agency) to help out.

In these cases, an ounce of social media prevention is worth a pound of crisis response.  Building a good relationship with your audience where questions are answered, complaints addressed and ruffled feathers are soothed will go a long way to building the credibility and goodwill needed.

 

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