When it comes to business branding on social media, especially on YouTube, most of the brands have the only intention to drive sales through reputation. But along with the brand reputation going viral on YouTube leads to flop their brand if it’s not created professionally. Most of the threats from the competitors or suffered customers may upload the videos against one’s brand. This may lead to flood out the business within seconds. The activity of uploading the oil spill videos about a business brand might sweep off the reputation along with customer trust. The role of YouTube for crisis management can be found here.
How can one brand manage the crisis using YouTube?
YouTube impact on a brand when a crisis occurs?
YouTube is a powerful weapon for the brands, either soaring heights or fall sleepy. We can say that it is one man show to build or collapse the brand. After slapped out with a million views on YouTube video, particularly about your brand sickness.
Then you have more plenty of chances to recover from that loophole by presenting videos of speech at public meetings and apologizing for your mistake, retaking the positive statement from the uploaded person or shooting what goes in your industry and how the threats morphed it.
Why is brand reputation on YouTube most significant?
Anyone from common man to celebrities can become the influencer on YouTube by creating and uploading videos.
If one of your customers has a terrible experience with your products or services, and it may lead to spread the negative comments about your business on YouTube.
Mostly, the user-generated video content on YouTube goes viral immediately. Those videos grab the global audience attention than any other social media channels. Due to this, companies may lose their sales.
With the arrival of social media channels like YouTube, Facebook, and Twitter the way each from small scale to large scale responding, especially during crisis changed.
During a crisis, it is not enough to launch traditional communication. To protect your business brand reputation from the crisis, you need to think about ongoing strategies that work.
YouTube for crisis management
Know how to use YouTube:
Most of the companies are still not aware of the benefits of using YouTube for branding. It is the most influential influencer, especially for business sales.
Hence, the business leaders must know about the importance of this transparent, real-time, interactive, and non-hierarchical tool works to reach real-time customers.
The way you communicate with the audience on YouTube may change the opinion of buyers. Let the spokesperson involve to manage your crisis on YouTube.
The words from this person may have more chances to erase the fictional damaging videos.
Explain what your company does and its objective using videos:
Project the actual intention of your company and how the activities inside the industry take place.
How you care about the customers in emergency and how the threats misleading can be explained here. Instead of creating the video with film actors make the involvement of real characters like the CEO to clarify these issues.
They have more influential powers than others as they are more considerable by the audience to listen.
Set anticipations with employees:
Employees are the number one reason to cause a crisis. They can become easily widespread the rumors easily about your products or service.
Most of the businesses are facing such type of issues on YouTube. The best way to stop that issue is by implementing social media policy which contains rules of social media use.
It will not let the employees not use social media but let them know what is acceptable. During the job, they can stop trash talking, sharing customer information, and uploading fraudulent brand videos on YouTube, etc.
Monitoring what’s being said about you:
The dissatisfied customers, unhappy employees, and contract workers are having more probabilities of projecting the bad shadow of your brand. It damages your brand reputation.
Hence, it is necessary to monitor what’s being said about you on trending social media channels like YouTube.
To do that you need all time active social media presence like participation of your brand on YouTube. If you don’t find the time, you can collaborate with social media monitoring experts in immediate catching such issues.
Respond with speed:
The brand monitoring team should find issues going on YouTube instantly within seconds of its arrival.
Along with that, they should make complete analysis on how it’s happened, who is responsible for this, why it’s occurred and what precautions we need to take to recover from that damage.
The company legal and PR departments should review and craft carefully how the public responses, tweets, and communicating about it. How fastly you consider the issue that much chances it has to stop going viral.
Fighting viral with viral:
Many businesses use the same YouTube to respond to that issue to slap against bad rumors. But many cases the companies use their website to respond.
It wouldn’t work all the time. The audience who view the damaging video will watch the response video to know more about it.
YouTube is the key for crisis management
Many businesses are in the use of YouTube to apologize to their customers. Most of the blamed incidents on YouTube will be healed by making this exciting and innovative communication.
In this case, the real characters of companies like CEOs play a vital role to get back their brand reputation.
Domino’s president responds to prank video – contaminated pizzas:
Domino’s U.S. president apologized on YouTube for the behavior of rogue employees who posted a video on social media by contaminating the pizza.
It has gone viral on YouTube, and most of the customers commented that they no more order from Domino’s.
The immediate response from the Domino’s president on YouTube reached the audience who watched that damaging video on YouTube. Moreover, it has never been to break the reputation.
KLM – Ash crisis in Europe:
KLM is the leader of Air France that both are from the same company. The CEO and president of KLM have communicated with the audience about the unexpected ash crisis in Europe. The success of reaching the audience to explain about it can be found on social media.
Eurostar:
Richard Brown, the CEO of Eurostar, apologized passengers who had spent the night trapped in channel tunnel which he meant very unpleasant conditions.
BP – Gulf spill:
Tony Hayward CEO of BP, apologized for the tragedy of gulf spill that never happened.
Conclusion
YouTube is the only path to reach your million customers to convey a message either it may be damaging or boosting the brand reputation. YouTube itself is the great influencer to engaging the audience with its video content.
