Crisis Management Plan:
Eat Well Dunn County
With many social media avenues used for communication on behalf of Mayo Clinic Health System and Eat Well Dunn County, it is important for the organization to be systematic when approaching crisis attack situations. Crisis management is the final defense to defend and protect the organizations when there is a lapse in community management, online reputation disputes, customer support, customer satisfaction and other communication processes. The following crisis management plan should be used when the organizations brand is under attack by dozens or more.
- Acknowledge the problem: As soon as the company is found to be in crisis, a rapid and well planned reach to the specific target audience is crucial. When reaching out via social media pertaining to the crisis, state the issue and the facts. No necessary additional information is needed immediately, as this will simply clarify the situation and acknowledge that the organization is aware and on top of it. Simply acknowledging the problem will help to buy time.
- Buy time with an update: When a crisis occurs, it is likely that the organization may not have all of the facts and will need time to sort out the issue. We will not have all of the answers immediately to the crisis and will need time to solve it. Patients need to know that we are working on correcting the problem, we will update them, and what/when the next update will come. Consider these three pieces of information when update to buy time.
- Create channels for dialogue: Social media platforms are incredibly visual. Directing crisis dialogue away from the main social media page will help to decrease negative traffic to all viewers and re-direct dialogue to a more private area to focus on the solution. When dealing with the crisis, redirect dialogue to the Mayo Clinic Health System-Eat Well Dunn County tab.
- Update the audience on fixing the problem: Consider usability of all hand held mobile devises when formulating and sending out all communication plans. Customers and media will be looking for the organizations communication and want it to be user friendly. All communication on the crisis should be able to be read on many social media platforms and web. Blast the plan out at the same time via all of the mentioned platforms, ensuring that none are missed. If necessary, follow-up with a contact to print platforms.
- Poll the audience on what they would like you to do: Use the social media platform to shift the attention from why patients are upset, to polling how they think the problem could be fixed. Doing so will direct the negative attention away from the problem to potential solutions. The public may have constructive and creative ways to solve the problem. The public will also value take interest in the organizations value in their opinion advice.
- Follow-up: Once the crisis begins to die down, continue to keep dialogue coming. Following the initial crisis, develop two documents outlining the details of the crisis event:
- Internal use: share internally within the organization, making sure to give greater detail and security to staff.
- External use: share on social media platforms, discussion boards, or any other online tools that were useful during the crisis.