Every time someone reads, clicks or shares a link or piece of content that we have created, it sends a small dose of dopamine into our brain. This release provides us with a sense or reward, pleasure – and encouragement. It’s why (for the marketer) digital marketing or social media can be addictive. It is also why those who don’t use social media fail to understand the way that participation can become contagious – or how content can go “viral”.
Unfortunately, the concept of “virality” has positive and negative connotations. And while the highs that come with a viral “hit” can be dwarfed by the lows that come with a viral “miss”. Where once we held that there was no such thing as bad PR, we now know that there IS such a thing as bad social media – and there are very real impacts on our reputation (personal and corporate) and even downsides for our corporation’s share price.
For those who have one eye on the audience and another on your corporate reputation, Sprinklr’s recent whitepaper on crisis management will be a must-read. Covering the five essentials for crisis preparation, it includes a handy score card to help you assess when a crisis is likely to move from medium to critical, and even includes a sample flowchart which you can adapt to your own organisation.
The whitepaper by Rick Reed (Intel), Melissa Agnes (Agnes + Day) and Sprinklr’s Ali Ardalan and Uyen Nguyen is a handy document to model your own crisis plan on. And it might just be your saviour should you find yourself “going viral” for all the wrong reasons. Download your copy here (registration required).
