In crisis situations immediately contact Group Communications and Investor Relations and follow the crisis communications guidelines. Group Communications and Investor Relations can also support you on a social media approach and strategy.
The moment a crisis kicks in, monitor where conversations take place (forums – twitter – facebook – linkedIn – Google+). Be aware that something marginal can become big in social media and have a big impact on the brand.
Offline and other media communications are often used as basis for social media conversations (e.g. news articles – television interviews). Analyze the online conversation topics and decide whether actions are needed to steer the messaging or correct false information.
If necessary Umicore will engage in conversation through its global channels with a dedicated social media spokesperson who masters the topic and implements the appropriate tone of voice.
Develop social media responses together with the crisis team they will make sure the necessary checks are done internally like IP sensitive information or checks with the legal department if and when needed. Ensure alignment between offline and online communications.
If you can identify the influencers, contact them offline to give them more information and educate them about the issue/crisis.
Do not create hashtags related to the crisis situations, specially not one linked to the brand. Have trustworthy and appropriate company information on your website and create links to it.