What Happens on Social Media, Stays on Social Media. Forever.
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"A crisis is not business as usual. A crisis is business as unusualTM"
Effective social media communications is a crucial element in emergency/crisis management and should assume a key role in disaster preparedness. Proper social communications establishes public confidence in the ability of an organization to deal with a crisis and to bring about a satisfactory conclusion. Effective social media communication is also integral to the larger process of information exchange aimed at eliciting trust and promoting understanding of the relevant issues or actions. Good social media communication aids such efforts by:
- Building, maintaining or restoring trust
- Improving knowledge and understanding
- Guiding and encouraging appropriate attitudes, decisions, actions and behaviors
- Encouraging collaboration and cooperation
- Delivering critical, time sensitive information from a trusted source
From the Hungarian "Gàz": awkward, miserable, problematic and the English Co-Opt: to commandeer, appropriate or take over. Gazopting: It is the act of having your reputation, your brand, your message, your identity, or a confidential communication co-opted by an unauthorized person, or by one who is violating a confidence or trust.
Social media magnifies business impacts in disasters and crises. It is no longer enough view social media as solely another marketing medium.
The failure to monitor social media risk may mean the end of your business, reputation, or brand. Social media risk is an opportunity for business continuity managers to reinforce strategic positioning within their company.
Social media risk is an identified vulnerability and needs to be included in every BIA and Business Continuity Plan.
The National Labor Relations Board (NLRB), regulators, and others have created significant new social media risk requirements. One Federal regulator, The Financial Industry Regulatory Authority (FINRA), has issued a regulatory notice for Social Media Risk Plans including mandatory monitoring, 3-year record retention, personal liability, training, and predetermined red flag triggers. The National Association of Insurance Commissioners (NAIC) issued their own, like guidelines in December of 2011. Look for these regulatory approaches to expand quickly.
The effort to manage a solid Social Media Risk Program can be time-consuming and challenging. As a result, a broad range of measurement and analytic tools have evolved to meet the needs of Social Media Risk Management. Our expertise in this area provides an overview of current market trends, legal precedents, regulations, risks, liabilities, best practices, and case studies examples.
- How do you know when your company and brand have been gazopted?
- What are the risks?
- Why monitor social media risk?
- What is social media risk monitoring?
- How do you monitor the social media risk?
- Why is it more than just Google®?
- How do you mitigate social media risk?
"Gazopt" was first used by James Satterfield, COO of nationally recognized crisis management firm Firestorm, in his presentation to the 2012 International Crisis & Risk Communication Conference Sponsored by University Central Florida, March 7, 2012.