Developing Social Media Strategies

An Online Learning Community

Social Media Crisis Plan


There are many situations which arise that require an immediate response.   While there may be no immediate crisis on the horizon, a company wants to be prepared in case a crisis might arise.  This is the importance of having a plan in place.  The social media crisis plan addresses issues and walks a company through the process should a crisis occur.

These are the steps that I am working on putting in place to combat any social media crisis which might occur.

Step 1.  When a crisis occurs acknowledge that it happened.  It is bad business when a crisis occurs that no one seems to step up and admit it has happened.  Admitting the crisis actually exists will help to maintain the integrity of a company.  When everyone is passing the buck and no one seems to know, it looks like the company is hiding something and this brings more negative visibility to the company organization.

Step 2.  When working in the social media world, first address the issue where it happened.  Whatever site was the instigator for the crisis; that is the site where the issue should be addressed first. Once the issue is addressed on that site then you can go on to other sites to put out fires regarding the crisis.

Step 3.  Keep all employees informed of the crisis and how it is being handled.  Also make sure that employees and staff know where to send questions and people requesting information.  You not want every staff member answering questions without knowing what should be said.  There needs to be a central location for addressing the crisis.

Step 4. Acknowledge that you are sorry and you are taking every step to address and correct the issue.  While the immediate reaction may be anger or distrust, when you say you are sorry and you show this in your actions, people tend to be more forgiving.

Step 5. Create a site and have all the information available for people to see.  From acknowledgment to how the crisis will be fixed along with a place to ask questions.

Measuring and Monitoring Social Media Success

The reason for measuring and monitoring social media is to make sure that the marketing of the effort is working affectively.  There are many ways to judge success when measuring and monitoring efforts.  When dealing with social media sites like Facebook , one can measure success based on comments and likes.  This is the case with many of the soft ROI sites.  With hard ROI one is looking for a more solid return.  These sites are set up to make an income.  They tend to bring in a monetary return.

I am looking to monitor the Facebook for success.  This will include recording likes as well as comments.  There is also a tool that on Facebook which monitors the amount of people who actually look at the page.  I will use these tools to monitor the success of the some of the social media sites.

I would also like to look at the monetary aspect whether it is time by an employee or actually money set aside to build different a ROI sites and see if the investment which has been put into the site is yielding a

return like exposure.  One way to measure is first see how many people are actually trying to get more information by replying to the site.  The other aspect comes in monitoring the income which is generated from the sites exposure, whether it is alumni contributing or new students applying to program which they have learned of due to visiting different sites.

Over all the goal is to gain exposure and count how many sign-ups for emails regarding the programs, inquires in regard to the programs, how many people actually decide apply to the major, who first learned about in by visiting the site.  All of these are things that I would like to monitor and then measure.  This is how I believe I will be able gain information and an understanding in regard to the success of the media campaign.

Crisis Plan

A social media crisis plan is important for companies to be prepared to respond when issues arise, as no company or brand wants to be viewed negatively. With social media, negative posts and comments can be spread within seconds.  It is important for companies to have a plan in place in the event that a social media crisis occurs.

Five Step Planpanic-button

  1. In the event that a social media crisis occurs, it is important for a company to acknowledge that something has happened and to apologize on the social media site.
  2. The social media manager/person designated to respond to the crisis should do so first on the social media site where the crisis broke. For example, if the crisis first began on Twitter, the issue should be addressed on Twitter. The issue should also be addressed on other social media sites that have picked up on the crisis.
  3. The community manager should create a crisis FAQ, which prevents misinterpretation of a company’s response. The community manager can post a link to the crisis FAQ in response to customer’s questions/comments. The FAQ should include information such as acknowelgement of the crisis, specific actions in the response and contact information.
  4. The social media manager should not engage in an argument with a customer online. The customer should be offered a telephone number or email address of a person they can connect with at the company.
  5. Inform all employees of the crisis and educate them on how to respond to customer’s inquiries/questions.


Photo courtesy of Google Images.

MCDSS Measuring and Monitoring Tool

Determining a measuring and monitoring tool for social media marketing/branding is important to determine whether or not the social media market efforts are successful.

On Facebook, soft ROI is the number of likes, shares, and comments the page has. This can be measured and data can be gathered by using the Facebook Insight tool.  Measuring soft ROI is important to monitor the level of engagement.  Measuring soft ROI will help reinforce what is working during the campaign and what isn’t working.  The important soft ROI factors that will be measured are the amount of comments and shares the page/posts have.  This measures the amount of engagement.  It is also important to measure the number of likes, comments and shares to gauge the size of the community.

The amount of likes on Facebook shows that others are “listening,” comments demonstrate that there is engagement, and shares expand the audience of the post.

Hard ROI is the direct benefits that are tied to the social media campaign, which can impact business and financial goals. Hard ROI is important because it will measure the amount of people who have inquired or applied to be foster parents.


Photo courtesy of Google images.



A measuring and monitoring strategy for Geneseo Volleyball

Photo compliments of google images: newsletter
  • How many times the Women’s Volleyball Monthly News Letter is opened by Alumni Contacts in the FrontRush database.
    • I am choosing to monitor and measure the amount of times the newsletter is opened because I want to be sure that is the most effective way to get information about our program to those who cannot be with us. I believe measuring the amount of times the newsletter is opened will allow me to get a better idea on how to best connect with the alumni of the program. With the current generations feeling comfortable with technology, I am also looking to remain in contact with all generations of the program including the women who were a part of the program in 1978 when the program first began! This measurement will be able to help us determine which direction to go with our social media strategy as a whole and generating more monetary engagement from the alumni contacts.
Photo compliments of Geneseo Volleyball 
  • How many alumni attend the first annual Alumni-Meet the Team event on April 30th, 2016.
    • Monitoring the amount of alumni who attend the Meet the Team event will help me identify and connect with those who remain in contact with the program. As a first year Head Coach with the program, it is an ongoing process to connect with alumni. By measuring the number of people who attend this event, we can make plans and improvements for other alumni events. This is important to the identified soft and hard ROI because we want to generate more interest in the program while also gaining funding for projects related to the volleyball program.

  • How many followers on Twitter and friends on Facebook.
    • I want to monitor and measure our followers and friends to help me generate more in the upcoming month. With camps and our fall season just a three months away, we will be connecting with a large amount of people who can still be connected to us and our program without being with us for each moment. We want to be able to share our experience with those followers and friends with them present live or via social media. This is important to measure because in the coming months we will be running more events. We plan to push the amount of friends and followers of Facebook and Twitter each month in hopes to generate more engagement with those who are interested in learning more about the program!

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