Analysis of the obtained data

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Not every negative mention is a crisis. Whether we like it or not, isolated cases are natural for any brand. It is also worth paying attention to how the audience meets the “censure” of the company. This can be easily understood by the reactions and comments under the post.

If the analysis of the dynamics shows an increase in negative mentions, and the audience supports all this, then most likely the brand is indeed facing a crisis situation.



Decoding the Crisis
If the crisis is man-made (a custom attack), you need denmark telegram to identify the original source of the negative message and assess its adequacy. Be sure to monitor the situation: whether the messages reached major channels or the attack remained local.

Identify the main issues and causes of the crisis, key actors, influential individuals and groups that participate in the discussion of the crisis. Determine their position, opinion and level of influence in the community. All this will help to develop a crisis management strategy.



Choosing a strategy
There are essentially two response strategies:

Silence . Sometimes this is the most obvious and most necessary thing. Analysis of various cases with public criticism and negativity in the Russian information field shows that reputational crises do not entail serious economic consequences for the brand, as happens in some other regions of the world. Therefore, simply waiting it out is not the worst choice. An example is the Wildberries marketplace, which faced an avalanche of negativity in various episodes: with the involvement of the FAS , Rospotrebnadzor , the court , as well as subsequent pickets and strikes of employees across the country. WB continues to do business, new partnerships are concluded with it.
Consistency and clarity . If a company is in crisis and it really wants to show people its desire to fix everything, it needs to do so in the most transparent way possible. An example of such behavior is Ozon, whose warehouse burned down two years ago. The company's press service provided the media with comprehensive and accurate information about the calculation method, deadlines, and progress on compensation payments to product owners. By the way, the aforementioned Wildberries found itself in a similar situation with a burned warehouse, and the company behaved in much the same way as in previous episodes. Sellers complained about the lack of communication and found out what to do not from the marketplace's support service, but from each other in Telegram channels .
When choosing a strategy, you need to start from the sustainability of the business and its position in the market. If we are talking about a young business or a brand that is trying to take a share in a new category, it is worth choosing the second path.