Responding to a Crisis in Real Time

Now that we are all more or less social media addicts, we are just giving more work to companies out there, especially if they are dealing with a crisis. responding to crisis today has become easy and challenging at the same time. Social media usually amplifies the a crisis because of the number of people who are on site like Twitter or Facebook. In the old days, if an add was offensive, it takes some time for everyone to see it and the company can pull it out before more damage is done. Today, you release an ad on TV, in seconds it’s already uploaded on YouTube and before you realize, everybody is either sharing it or commenting it on Facebook and twitter.

If a company’s PR team is on top of everything, they can plan ahead of time what to do if a crisis arouses. In this case, Social website that usually are dangerous for spreading quickly messages, can also become the very best tool to react , to engage in a discussion or to apologize, there is need to.

Being on top of everything is very rewarding, especially if you are able to turn an unfortunate situation to your advantage. That’s what Oreo did, during the Superbowl blackout.



Not only did Oreo get publicity for the tweet, but also it made itself talked about weeks after the Superbowl. This tweet was retweeted 10,000 times in an hour. This just shows how easy you can turn something around. According to AdAge, the Oreo graphic was “designed, captioned and approved within minutes,” according to Sarah Hofstetter, president of the cookie brand’s digital agency of record, Dentsu-owned 360i

Therefore, it is very important for every company to have a crisis plan that involves the worst scenario. By having one, companies are setting themselves to control any crisis, if it ever came up. Using Facebook, twitter, or another social networking site, it allows the company to send out a message very fast, and reach as many people as possible.




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