SPIKE your Brand ROI: How to Maximize Reputation and Get Results

Have a Crisis Plan in Place to Handle Negative SPIKEs

“The court of public opinion doesn't wait.”

—RONN TOROSSIAN, author of Immediate Release

The more than 3.5 billion pieces of content shared each week on Facebook, 234 million websites, and 126 million blogs certainly makes for tricky tracking of online conversations. According to a recent study by Socialcast, 71 percent of social media staff have only one to four years of experience (Horton 2011). This leaves many organizations vulnerable to crisis situations they may not be prepared to handle.

As a first step, we advise clients to create a crisis action team and process for responding. The ...