From the course: Social Media Monitoring: Strategies and Skills

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Social media monitoring for issues and crisis management

Social media monitoring for issues and crisis management - HootSuite Tutorial

From the course: Social Media Monitoring: Strategies and Skills

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Social media monitoring for issues and crisis management

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- [Narrator] You know, a day doesn't go by without some sort of mini crisis or brand flameout on social media, because it's so much easier to make public mistakes that get noticed and amplified online, and customers have voices that are louder than ever, and their digital rants can be heard and shared around the world. But not everything is a crisis, and it's important for your company to understand the difference between an issue and a crisis and know when to escalate. Let's take a look at what makes up an issue. According to crisis management expert Melissa Agnes, an issue is a negative situation that's growing in intensity and could harm your business but won't effect your company's long-term reputation or bottom line. A crisis on the other hand often stems from an issue but could also explode out of nowhere. The major difference is that in a crisis, there's a risk of long-term financial and reputation damage to your…

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