Chapter 8. DAMAGE CONTROL IN THE DIGITAL AGE
When you start thinking about taking marketing risks, do you automatically dwell on the worst-case scenario? I know, I know, you can't help it. Thinking the worst comes part and parcel with your marketer's mind. And that's not a bad thing. Every marketer should have a crisis plan in place just in case all hell breaks loose. In this chapter, we'll discuss the role social media can play in a crisis. We'll also introduce strategies to help ensure your social media marketing tactics don't cause catastrophes.
A Crisis Management Primer
Crisis management comes into play whenever something goes wrong. Sometimes the calamity is real, like mad cow disease in the United Kingdom in 2001 or the madman who poisoned ...
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