Leaders flourish in times of crisis. The best social media crisis management is done before a problem arises. Make sure to invest enough efforts in setting up a solid plan of action, a list of stakeholder, ready made answers, hidden pages that can go live in minutes and a list of prioritized measures.
Every crisis can be a chance too. During the first COVID 19 lockdown you may have noticed that your social media access rates went up. It is the ideal moment to build up personal trust and leadership. Especially as a doctor your patient expect you to know how to deal with this situation. It is this very chance in a lifetime to master a strong communication plan, to try out new formats such as live streams to prove your expertise, share hope and create patient loyalty.
These golden PR rules also apply to social media
We all are humans and we all make mistakes. Try to express empathy using sentences such as “I see where you are coming from. I am sorry that this has occurred to you. “
Don´t bury your head in the sand and be in a state of shock and awe. Try to stay calm and give your patients confidence in your aesthetic competence. Write personal answers that reflect the individual situation. As specially when Social Media shitstorms come up it is important to react in a very short time. Try to draw the communication out of the social media platforms to either a website or a phone call. If a sponsored post gets many dislikes ask your social media agency to instantly turn off the ad in order to prevent further damage.
Inform your followers or your patients what actions you have taken to solve the problem and what contribution you made to prevent this to happen again in future.
Key Take Aways:
No act of kindness no matter how small is ever wasted. – Try to be appropriate
• Use the current situation to position and
differentiate your aesthetic practice
• Share your expert knowledge, empathy, show
social responsibility and common sense
• Set up a strong communication plan with relevant
and authentic topics
• Be relevant
• Show that you care and understand the needs
and fears of your patients
• Be available and in real-time approachable – shift
to stories and live formats
What you should avoid during a crisis?
• Get in a state of shock and awe
• Prevent being unsocial on Social Media
• Make the appearance you are desperate for new
• Underestimate that day 1 could come sooner that
you would expect
• Conduct a monolog
• Leave posts unwatched