In influencer marketing crises can arise unexpectedly, significantly impacting a brand's reputation. Being prepared is essential to navigate these situations effectively. In this blog post, we explore the three most common sources of crises in influencer marketing and provide ten steps to manage them successfully.
3 Most Common Sources of a Crisis
1. Influencer's Negative Comments
Influencers may sometimes make negative comments about the brand due to various reasons, most of the times due to misunderstandings. These comments can quickly spread and damage the brand's image.
2. Misalignment of Values
When an influencer's values do not align with those of the brand's audience, it can lead to backlash on social media. This misalignment can cause the audience to question the brand's integrity and commitment to its values.
3. Misrepresentation and Poor Business Ethics
Issues like misrepresentation and poor business ethics, such as not paying creators or real talent agents, can lead to severe frustration and legal implications. These situations can erode trust and lead to public outcry.
10 Key Steps to Be Prepared
1. Define if it is Actually a Crisis
Determine if the situation qualifies as a crisis. A crisis is an unpredictable event with a significant negative impact. It's crucial not to overreact and to assess the situation objectively.
2. Internal Communication
Inform all relevant employees and stakeholders about the situation. Designate authorized spokespersons, ideally just one, to ensure a consistent and clear message.
3. Advance Planning
Prepare crisis management plans from the start of any campaign. At the very least, have a general protocol in place to guide actions during a crisis.
4. Careful Selection of Influencers
Evaluate potential influencers' personal values and backgrounds thoroughly. Use tools like GPT to conduct comprehensive checks to avoid partnering with individuals who might pose reputational risks.
5. Talking Points
Identify and communicate the key points the company will address during the crisis. Ensure these talking points acknowledge the problem and outline the steps being taken to resolve it.
6. Distance and Responsibility
Clearly state that the brand is an advertiser, but take adequate responsibility for the situation. Transparency and accountability are crucial in maintaining public trust.
7. Monitoring and Proactivity
Constantly monitor social media and public responses to the crisis. Be proactive in addressing concerns and providing updates to manage the narrative effectively.
8. Managing Negative Comments
Do not delete negative comments. Instead, manage them with sincere apologies and practical solutions. Addressing concerns openly can help rebuild trust.
9. Relationship with Influencers
Maintain direct and constant communication with influencers during a crisis. Collaborate on the best way to proceed and ensure both parties are aligned in their responses.
10. Adapt Communication
Adjust your response and talking points according to the specifics of the affected market. Understand cultural and perception differences across regions and audiences to communicate more effectively.
Conclusion
By following these ten steps, you can effectively manage crises in influencer marketing and protect the brand's integrity. Being prepared not only helps mitigate the impact of a crisis but also turns challenges into opportunities for growth and improvement.
