Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Hurricane ‘Sandy’ is eating deep into Eastern Coast of U.S like mad. The statistics had been alarming. We have being monitoring issues around this since yesterday. As at the time of writing this, 10,000 flights have been cancelled, 11 States suffer Power outage, at least, it has been reported 6.5 million people are without power supply, a six-storey building had collapsed. Over 3.7 Million people have been relocated; 60 Millions have been directly or indirectly affected. In about 27 years, New York Stock Exchange seems to be experiencing all times low and it has been closed for the second day.
Also Mass transit and tube system had been halted in Washington, Boston and New York. The sea water level is rising. There is no trace of the time the rain is going to stop. New York Subway and car tunnel flooded, over 250.000 houses left without electricity. We should not also forget, U.S election is about a week away. The New York state Governor had addressed the people. President Barrack Obama and Romney had been forced to halt their campaign rallies out of a concern for the people they want to lead.
Now, what is the correlation between this and social media campaign launch? Sometimes, as digital marketer or consultants, we are set for a campaign launch but somehow some forces (outside natural control) set in and it appears we are helpless. No matter what we do, we cannot stop some natural crisis or those outside human control like explosion, thunderstorm etc.
In such times, it is good if we acknowledge our human limit and not blame ourselves to death. Now here are what to do in case your social media campaign launch suffers from ‘hurricane Sandy’.
Analyse the situation: Impact assessment is the first step. So quickly analyze the impact of the super storm/crisis from different perspectives: clients, customers, advocates, loyalists. This is no time to base all your decisions on the budget involve. You may never make right decision with that.
Postpone if that is right: after thoughtful analyses, decision has to be made. Postpone the social media launch if that will enhance brand profile in the eyes of all the concerned parties.
Communicate, Communicate, communicate: The shock of occurrence of a natural disaster often makes some people forget communication. How effectively you communicate will determine the success of your future campaign success. Do not forget people are watching you even though they are going through stuff along with you. You must use every available and relevant channel to communicate. The Top management must not go into hiding this time around. In this case, President Obama has spoken, Governor of New York had also sent out warnings and updates of what the state is doing.
Minimize the impact of the loss: In this kind of case, hypothetical social media campaign launch that suffers mishap, every key stakeholder must work hard with regards to minimizing impact of the loss. Remember the brand had invested money in the campaign, staff and employee energy had been drafted into the campaign process. Despite the power outages and surge in sea level, a friend in New York said she is still able to access internet to communicate. Many companies had allowed their employees to stay at home or some that cannot had asked their employees who can work from home to do so.
These are my thoughts for now, what is yours?