Mapa de daños, reporte de alcance y menciones

How to deal with a digital crisis using analytics tools?

A social media crisis may seem huge, but with the right tools, it is possible to measure its impact and make data-driven decisions. Making the damage tangible in economic terms is crucial to present the situation to managers and gain their trust.

Why quantify the impact of social media crises?

When you show that what happened on digital platforms affects the company economically, you will gain the support of managers. However, it is important to be skeptical of the results, as not all figures reflect what actually happens in the real world. Unethical strategies can artificially inflate metrics, generating a perception of damage greater than the real thing.

What steps to take to measure a digital crisis?

1. Analyze the source of the problem: Investigate if there is a particular complaint about the app or a product. Identify the mentions and the attention it has received.

2. Use monitoring tools: Tools such as Buffer allow you to measure mentions in networks and observe trends. TrackMyHashtag can provide information on specific hashtags and their reach.

3. Review internal statistics: Examine the response time to mentions and whether they were properly managed.

4. Evaluate global reach: Determine which media have amplified the buzz and verify the number of users exposed to the content.

How to analyze the information gathered?

Using tools such as Buffer, you can monitor mentions over time. This tool will allow you to see critical topics, evaluate how the situation has evolved and how many conversations have been recorded. Creating custom tags such as positive, negative or neutral also helps to classify mentions and know which ones deserve more attention.

Using TrackMyHashtag, you can analyze the evolution of a problematic hashtag and how many people have contributed to its diffusion. This is key to assess the impact and decide on containment measures.

Why is it useful to relate metrics to financial data?

By comparing crisis data with sales in the same period, you can quantify the economic damage. This relationship is known as crisis monetization. For example, by looking at hashtags and sales trends during certain days, it is possible to calculate how much the crisis may have cost in terms of lost revenue or subscribers. This provides a clearer picture of the magnitude of the problem.

Tips for dealing with a digital crisis

• Stay calm: It is essential to have an analytical attitude and not panic.

• Clear communication: Establish a formal communication channel to inform both employees and the public about the actions being taken.

• Continuous learning: Every crisis is a learning opportunity. Be sure to document what happened to improve future processes and strategies.

• Involve everyone: Cross-departmental collaboration can provide more effective solutions and a better response to future incidents.

By managing digital crises with a cool head and effective tools, you transform potentially damaging situations into opportunities to strengthen and enhance your organization's reputation.