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March 25, 2011
Crisis Response Via YouTube
 
If your organization hits a rough spot with its publics, go on television. But on YouTube, not necessarily the networks. A YouTube video is part of a crisis response strategy for social media recommended by Robert Speyer and Justin Delos Reyes on the Web Success Team blog. A one- or two-minute video featuring the head of the function that went awry can help placate customers.

The Success Team urges a video as the heart of a social media acknowledgement package that would also include responses on Facebook and Twitter. The boss's video should be promoted on your postings and circulated via social bookmarking sites. 

A straightforward social media response is deemed highly effective, providing you're willing to engage the public directly – and you should be. It helps, of course, to have a social media team on hand to carry out the assignment.

"Make it easy for everyone else to believe you by posting genuine content," the writers advise.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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