Title: The Indestructible Brand: Crisis Management in the Age of Social Media
Author: Venke Sharma, Hushidar Kharas
Page: 172 pages
Plot: Whether or not your brand is on social media, your consumers are. They are continuously sharing their good and bad experiences about your brand. Most brands are not prepared to deal with negative feedback which, if ignored, can spiral into a crisis. This book seeks to aid brand and business owners to structure organizations to be crisis- ready. Creating a crisis squad and a crisis playbook, envisioning various scenarios that can occur, and what the brand’s response should be are some of the areas the book delves into. It also recommends preventive measures that can save brands from social embarrassment, and social listening strategies that can alert organizations to a problem before it becomes a crisis. When everything else fails and a crisis is at hand, the focus shifts to executing the playbook, turning the conversation around leveraging evangelists and influencers. Once the crisis has ended, it’s time to audit the playbook and close the gaps, as well as evaluate financial or reputational damage done to the brand, and see how quickly one can recover.
Thoughts: I came across this book while browsing through the marketing shelf at Crossword and it caught my eye immediately. In today’s world social media is becoming a medium for consumers to voice their opinions and experiences. It becomes very vital for the brands to understand these mediums and address these customers on the social media platforms.
This book is about managing brand crisis that occur on social media The book offers ample of examples and case studies of various brands which have faced customer dissatisfaction, trolling and complains on social media. The book suggests various methods to manage such crisis and even prevent them.
The book is written in an easy to understand manner with a lot of solutions that can be adapted by the brands. It is simplified with reference images of various tweets, Facebook posts, etc. The book is not loaded with jargons making it easy to understand for a person not familiar to social media. The book is crisp and I was able to finish it in one sitting.
I would recommend this book to the marketing, branding and PR professionals and even the business owners to understand the crisis and take preventive measures even before its occurrence.