APAS webinar counted on the participation of Soraia Lima, expert on social network crisis management
With the adoption of social isolation as a measure to reduce the spreading of the new Coronavirus, the digital environment increasingly gains importance in a company’s image and, in special, for supermarkets. In order to the supermarket operation can position itself in an efficient way on social networks during the pandemic, the Associação Paulista de Supermercados (APAS) held a webinar with the participation of Soraia Lima, social network crisis management expert.
According to the expert, it is necessary to assume that we are undergoing through a moment of uncertainties although all crisis can be solved, in order to reach the best result possible in social media management. “On social medias, people feel comfortable to express their opinions especially, with no judgement. That is why answering comments and interacting with users is so important”, the expert explained.
During the COVID-19 pandemic, many users, for instance, use the social media to complaint about abusive prices that are charged by some stores. In this scenario, Soraia stresses the importance of showing to customers that the price increase came from suppliers. “Supermarket need to convey this information and clear all doubts about price increase. Those who shop do not usually understand. A social media crisis for a brand is hard to fix”, Soraia Lima said.
According to Soraia Lima, some basic characteristics lead a company into a social media crisis. The main one is to know that one person complaining about the service is not a crisis, however when it is 20 people complaining, the supermarket needs to act. “When it is a single problem, the social network manager answers in private, with an inbox message. However, if it is 50 people complaining, that is a warning sign to your store”, the expert pointed out.
In social media, the store need to relate with their public, liking each comment and understand that when people interact through social networks, they expect interaction in return. “This is a dialogue and people want to talk about different subjects, make compliments, and search for recipes or just complaint. Therefore, you have to answer as it is important to talk in order to understand what is happening”, told Soraia Lima.
According to the social network crisis expert, there are two profile of critical users. They are known as trolls and haters. The former, according to Soraia, is that one who do not have issues with the store, but enjoys destabilizing companies on social networks.
The hater, on the other hand, is the user who had or still have problems with the brand. In this case, Soraia remarked that if the company does not manage this issue, the negative impact could be even worse. “Offer alternatives and try to understand the consumer’s issue, and remember that solving the problem is as important as answering on social media. You have to keep the dialogue channels open”, concluded Soraia.