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In this day and age, scandals related to side effects have become more and more publicized via social media. Universal Medica group has therefore set up a strategy to anticipate and manage this type of crisis.<\/p>\nAn online reputation is the image a company, brand, service, organization or individual projects through their behavior and the content they communicate.<\/p>\n
All of these informations are transmitted through social media, online platforms, and other content published online.<\/p>\n
If positive, this information will help maintain a good reputation as well as a competitive advantage.<\/p>\n
If negative, it will create a \u201cBad Buzz\u201d, a negative \u201cword-of-mouth\u201d phenomenon that is impossible to avoid. This phenomenon can however be anticipated, notably through the implementation of a crisis management strategy.<\/p>\n
The goal of a crisis management is to react as rapidly and as efficiently as possible in response to a sudden crisis situation.<\/p>\n
Planning and preparation are required in order to anticipate any future crises, including:<\/p>\n
– Listing of all of the resources and the processes made available for the crisis: teams in charge, KPIs, set thresholds for crisis alerts, validation process and deliverable timetables.<\/p>\n
– Monitoring social and online media: online mentions, blog identification, forums and influencers generating online discussions, online alert creation for certain topics etc.<\/p>\n
– Analyzing and evaluating the risks: qualitative assessment of articles and posts, share of voice tracking for influencers and KOLs, KPI analysis.<\/p>\n
– Creating a content strategy.<\/p>\n
A crisis unit will then be set up, followed by the writing of a \u201cpost-crisis\u201d report.<\/p>\n
In this day and age, scandals related to side effects have become more and more publicized via social media. Universal Medica group has therefore set up a strategy to anticipate and manage this type of crisis.<\/p>\n
Pre-crisis: monitoring and online reputation <\/u><\/p>\n