Managing Your Digital Reputation during Covid-19
Brands’ social media use has gone up as e-commerce increases in importance during lockdown. Covid-19 raises unique opportunities for Brands to engage with consumers but it requires delicacy and sensitivity. It is easy to get the message wrong, particularly in the context of social media. The current strain on the workforce and business, particularly as staff begin to return to work in adjusted working environments, may mean digital content creation is not subject to the necessary checks. Social media use policies and risk management frameworks may be out of date or not fit for purpose. In addition, the landscape has changed; regulators are warning Brands not to capitalise on the situation unfairly.
In this risk landscape it is very easy for Brands to get it wrong. A mis-judged digital campaign or social media post could expose you to an adverse social media event and damage your reputation.
There are steps you can take to manage this risk:
Your employees: Review your controls on employee social media use and remind employees of their responsibilities
Your marketing team: Review your risk assessment process for digital content creation, update your creators on the new landscape and how to be “on message” in the current climate
Your C-Suite: Consider social media refresher training & press handling
Put in place or review your crisis preparedness plan to deal with an adverse event if one does occur.
Assign a team and set out lines of communication and authority (check this will still work if, for example, a team member is ill and in a remote working Covid-19 environment)
Consider running a simulation to stress-test your prevention and preparedness measures
Ensure that you react appropriately and proportionately if an adverse event does occur.
The appropriate response depends on the circumstances and ranges from no action, positive PR, platform take-downs through to formal proceedings.
Even in crisis response, the legal route may not be the best. A rounded response is required that factors in reputation management, commercial, legal and PR.
Kemp Little’s Reputation Management team
We will support you on the above steps. We offer fixed fee advice, audit and remedial steps packages to help you to mitigate your risks as part of our Prevent and Prepare service offering.
If an adverse event does occur our reputation management experts can support you through that, be it a full crisis response or ad hoc harmful content issues. We offer a fixed fee initial review, advice and first legal letter package as part of our React module, £2,000*. Standard letters, take downs and de-listings are charged at fixed fees, typically £200*. We partner with PR firms, specialist barristers, ATE insurance providers and on-line search investigators to deliver you quick, full-spectrum advice and rounded solutions.
Visit our digital content and reputation risk hub for details.
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