Managing agency criticism
I’m going to refrain from listing out examples of where an agency has experienced negative comments on social media – through its’ client work, the client product or because of being guilty by association.
And the focus excludes the agencies culpability.
So when an agency experiences commentary on social media involving a client consider the following:
#1: Stop, don’t respond in haste and don’t let anyone else in the agency respond
The most important first management task is to ensure that the event is managed correctly – for the agency, client and any named individuals that are involved
#2: Communicate internally and with the client, immediately
Act fast – informing the client, the agency team, network teams, associate partners and suppliers (including PR Agencies) – social media is pervasive, they too will know and fast
#3: Implement your social media crisis plan
See last thing
#4: Last thing – if you don’t have a process in place for Social media Crisis Management then create one. Think through a plan as to how to manage the process, communication, internal and external approvals and authorisations, round the clock holiday on-call scheduling
Be proactive on this and create the necessary internal processes and documents, name the individuals whom will be managing the situation – in the unlikely event the plan needs to be implemented.
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.
He is Founding Partner at Metropolis Partners