A celebrity calls for a boycott to your brand, your CEO's home address is leaked online, a fault with one of your products is trending; and it all happens when you're asleep. Too often we see situations where the impact of online brand attacks could have been reduced if the relevant PR team had been given time to craft a careful response before the issue was amplified across social media. A social listening tool isn't going to telephone members of the crisis management team in the middle of the night. You can't guarantee it will highlight significant issues either because technology can't always filter out the noise to detect the significant risks. Social listening tools alone just don't cut it when a PR crisis hits. They need a human team to interpret the results and make sure the right people know what's happening.
Crisp's 24/7 team will wake you up
Crisp already monitors company Facebook pages, Twitter streams, YouTube channels, Instagram accounts and website comments for hundreds of global brands. Now we will monitor 24/7 for any conversation about a brand across the social web. The team, working with our natural language processing technology, will detect all risky content wherever someone is discussing a particular brand - on a review site, forum, news site, blog or any public social channel.
If we find an issue, one of our moderation specialists will phone or send an SMS to the relevant contacts at the brand within minutes, it might be to PR, Legal, Risk or Customer Service depending on the context. Less urgent risks are sent by email. This way, the brand has more time to deal with an issue and deliver an effective response. It also means that in-house teams can focus valuable time on brand-building engagement.
The big difference with Crisp to other moderation agencies and large social media teams is that we always monitor 24x7 but only charge for the content we review. It is simply better value for brands.
Please get in touch to find out how we are making crisis management less stressful for other brands in your sector.