Tools businesses can leverage for their crisis management efforts
Social media monitoring tools help businesses monitor and track mentions of their brand on social channels—on social networks, blogs, discussion forums, and even news media—and collect metrics useful for assessing brand health. They can be alerted to critical comments, a decrease in follower growth, or a spike in conversations about their brand, letting them assess the impact of an issue and act fast to resolve the situation before it snowballs into a crisis.
With the addition of social media analysis, social listening tools enable firms to not only collect metrics and aggregate their mentions from social channels but also leverage powerful analytics technology such as sentiment analysis. This can be used to detect shifting sentiment, i.e. positive or negative feelings, among online audiences and measure sentiment over time, which enables companies to quickly determine how consumers are reacting to a crisis and responding to an organization’s efforts to manage it. Social listening tools provide firms with information essential for analyzing the threat, risk, and impact of a crisis.