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Social media crisis situations solved: minor preparations

Social media crisis situations may arise for brands of every size, but knowing the root cause and ways to prevent them can save you a lot of social capital later.

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social media crisis

social media crisis

Social media crisis situations

Will social media save your company in a crisis? Probably not, unless it started on social media or your company is extraordinarily dependent upon social media for your daily functions. And I will qualify that further below.

If you have a home-healthcare company who primarily serves the elderly and you have a crisis within your company, you can tweet all day and night and it isn’t likely to have much of any impact. If you own a car dealership, however, where you deal every day with the public – wait, no; you can still probably get away without a Twitter or Facebook account just fine even if an average customer vociferously complains about you online.

The keys are consistency and authenticity. Here is this simplest rule regarding communication I would advise you remember when your company faces crisis: use every channel through which you normally communicate with customers, investors, and other stakeholders throughout the crisis.

Illustrating a lack of consistency

If you use social media to tell your customers about special deals or to communicate during good times, you should make certain to use the same channels to talk to them when things are rough. To go quiet on channels you normally use only makes you look bad and maybe even guilty.

Barton Creek Mall in Austin, for instance, regularly greets customers who check in with a welcome message and notifications of discounts. When they had a crisis which required evacuation last year, though, there was no mention of the problem and no notification when the mall re-opened.

Inconsistency on social media can be far worse than having no account at all. The local dealership from which I bought my car has Twitter integrated into its website, but it went silent last May when whatever college intern they had maintaining it went on summer vacation. My and others’ complaints sit, populating their once active feed.

Coming out stronger than you were before

Likewise, if you only promote your product, never engage, and simply are not very interested in social media during normal times, nothing you say during a crisis through those channels will have much impact.

None of this goes to say that there is no value in social media. It can make you come out of the other side of a crisis stronger than before the problem arose. But in the end, it is just another tool that you can either use or not use effectively.

David Holmes, owner of Intrepid Solutions, has over 20 years experience planning for, avoiding, and solving crises in the public policy, political, and private sectors. David is also a professional mediator and has worked in the Texas music scene.

Social Media

Could TikTok soon be banned in the U.S for privacy breaching?

(SOCIAL MEDIA) TikTok, a video content social media giant, has been deemed a potential national security risk by the U.S Federal government.

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TikTok is banned

U.S lawmakers are calling for a full investigation into TikTok, the fifteen second video app with almost 180 million downloads, after expressing concerns of a privacy breach by the Chinese government.

TikTok’s Chinese parent company, ByteDance, purchased the platform originally known as musical.ly in November 2017. Since then the social media app worth an estimated $150 billion has almost 180 million downloads in the U.S, and 800 million downloads worldwide.

According to Secretary of State, Mike Pompeo, the U.S has reason to believe the Beijing-based company, ByteDance, may have been coerced into handing over data to China’s communist leaders. The app’s Founder, Zhang Yiming, and TikTok’s spokesperson responded to the accusations with the following statement: “TikTok is led by an American CEO, with hundreds of employees and key leaders across safety, security, product, and public policy here in the U.S. We have no higher priority than promoting a safe and secure app experience for our users. We have never provided user data to the Chinese government, nor would we do so if asked.”

We don’t know if we believe you TikTok.

TikTok received over 500 legal demands, including emergency requests, in the first six months of 2020. TikTok has also previously confirmed that the app stores user data on “U.S-based servers” withdrawn from phone downloads. Information includes IP addresses, messages, location information, and according to Pompeo, “sensitive information”, exposed by data breaching that disregards American rights to privacy and potentially violates national security guidelines.

Company employees may live in the U.S, but with its head of operations stationed in Beijing, pressure from the Chinese Government to provide user information is a very serious concern for Americans using the app. 41 percent of its users are part of Generation Z, a highly influential, social media-friendly age group, ranging between 16 and 24.

A sense of invincibility within this age range encourages users to use the app without caution of personal information that may be provided or derived off your phone after installation. In the past two years, social media platforms such as Facebook, Instagram, and Twitter have also been criticized for not abiding to lawful privacy standards.

ByteDance has halted the use of its corporate office in Beijing and is looking to establish headquarters within the U.S or under new management.

The U.S. government is seriously considering banning the use of TikTok.

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Social Media

Facebook’s Hobbi app was a complete flop

(SOCIAL MEDIA) Facebook seemingly has enough money to throw away projects and apps they know will fail. Hobbi is their most recent flop.

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Facebook failed Hobbi

Due to its abysmal underperformance on the App Store, Facebook is killing their new app, Hobbi, just months after its rollout in February.

Hobbi was the brainchild of Facebook’s New Product Experimentation Team, whose stated purpose is to rapidly ideate, build, and launch experimental new apps – then pull them if they aren’t successful.

Hobbi was designed to help users document their progress on their various personal projects and, well, hobbies. Complaints centered primarily on its threadbare feature offerings. Notably, Hobbi does not allow its users to browse the works of other creators through the app- it only packages media like photos and videos for sharing elsewhere.

A post on the Tech@Facebook blog states that they “expect many failures” from the NPE Team, suggesting that Hobbi was not necessarily intended to last. But you have to wonder… what is supposed to be the point of a tool like this?

Stories are a popular feature on most major social media websites, including Facebook itself. And Instagram (which is owned by Facebook) already allows its users to curate and group posts about whatever they want, including personal projects, hobbies and interests, through their story highlights.

So Facebook created a product that was already made redundant by their existing properties. What is experimental about that, exactly?

Hobbi originally drew comparisons to Pinterest. Both are like digital scrapbooks; Pinterest is a platform for content that inspires creativity, and Hobbi creates progress reports for creative undertakings.

One could also compare Hobbi to the underperforming video streaming platform, Quibi, which recently became infamous for its ostentatious ad campaign, aggressively flaunted celebrity cameos, and ultimately, its overwhelming failure.

Jeffery Katzenberg, Quibi cofounder of Disney and Dreamworks fame, blamed the coronavirus pandemic for Quibi’s flop – a questionable claim, considering just how much free time many have had to binge Netflix’s Tiger King during the lockdown.

The same could be said about Hobbi. People have been taking on projects like crazy in the time that has Hobbi been on the market. Quarantine cabin fever has us baking, crafting, painting, cleaning, and redecorating like never before. Yet Hobbi went nearly untouched.

Nobody used it because nobody needed it. Surely some cursory research would have demonstrated this?

One conclusion is that the app itself was the research – that Facebook’s NPE team isn’t really creating finished products, but rather testing the waters for potential new ones. (Could this framing be an elegant form of damage control, though? It’s easier to say “I meant to do that!” than it is to admit failure, especially in business.)

Still, creating throwaway apps in a bloated industry feels like cheating, whether it was meant for research purposes or not. There are plenty of indie app developers who create great tools with way less funding. Filling app marketplaces with lemons makes it harder for folks to find those gems.

Either way, hopefully we will see some original ideas coming from Facebook’s NPE Team moving forward, because this was clearly a disappointment.

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Social Media

Can Twitter ever secure data privacy, like even once?

(SOCIAL MEDIA) Twitter releases private information affecting already hurting businesses, should this even be a surprise anymore? They have a history of privacy breaches.

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twitter privacy

Dear Twitter,

I don’t know if you’ve seen the news within the past two years, but Facebook’s been under continuous scrutiny for privacy malpractices that affected millions of its users, so unless your goal is to be the next social network to infringe upon our first amendment right to privacy, I suggest you GET IT TOGETHER!

Over the weekend, users, specifically businesses, realized their billing information was being stored in their browsers cache. This is devastating news for business owners who rely on Twitter to promote their product, or stay in touch with their customers, who over the recent months have already faced monumental challenges. It is hard as a business owner to not feel this is an intentional overreach of privacy.

In an age where we have actual robots to vacuum our floors, and 3D printing, I speak for the people when I say this is unacceptable.

This isn’t the first time Twitter has been caught privacy breaching. A little over a year ago, Twitter announced that they were fixing a bug, many weren’t even aware of, that released phone numbers, location, and other personal data. AND GET THIS, even those who selected the option to keep their information private were affected, so what the hell is the point of asking us our preference in the first place?!!!

What about the time that Twitter accounts could be highjacked by ISIS and used to spread propaganda? All because Twitter didn’t require an email confirmation for account access. Or what about when Twitter stored your passwords in plaintext instead of something easily more secure. Flaws like these show a distinct ability of Twitter to just half ass things; to make it work, but not think about how to keep the users safe.

Like I said in the beginning, get it together Twitter.

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