Crisis is part of life. We may be able to avoid some through adequate planning, strategy. Crisis explosion is now given a wing to fly online, brand must add knowledge. Recent cases are there to access. Crises do strike many brands but it affects unprepared brands more than the ever ready brands. Interestingly most crises do not discriminate against any industry. If it is peculiar challenge of all it does mean it can reach brands in that industry. Every crisis has the potential to damage the reputation of a company.  Some crises have capacity of not only draining the financial reserves of some brands but can also affect the mental health of the brand at large. Certain factors are now available to show why many brands fail in their bids to cub brand crisis on time.
Our focus here is not about crisis prevention, that will be for some other days. Our intention is to outline process of online crisis formation

1. Concealed: online crisis at this level will begin with scattered comments, offline discussions, and casual exchanges of words which are typed on the internet. People have started asking questions from friends, colleagues as well

2. Emerging: at this level, there is an increase on the stakeholders’ awareness of the issues, some opinion leaders and industry influencers are beginning to take interest in the casual conversation of the community members.

3. Consolidation:  At this level of online crisis process, issues are reaching maturation and audience are already forming opinions and pushing it to the front burner of online community. People are already taking sides, forming beliefs; passing judgment. If a brand waits to this time to begin to act, it appears the effort is way behind the action. Most times this result when a brand do not have an online, community manager or it has uneducated manager in the field of digital reputation software, knowledge management. Since times are changing, brands need to create this position especially those that have global reach as their aims.

4. Critical: the worst and final stage of online crisis is the critical stage. Strong presence and planning before hand can safe a brand from total damage that this level of crisis can bring. Using all online social media tools here is required but even at that there is need for counsel from either a recognized consultant or a trained in-house staff. Brand must acknowledge that even though public forgives accident, but they hardly forgive corporate, personal brands whose attitude, response is either inadequate or not forthcoming. So where are you know and what plans do you have to combat online crisis when one happens

Time is changing gradually. Knowledge too is spreading like wildfire. What used to be politically correct few years ago are being reviewed. I was just considering these two words as they relate to professional usage recently and I discovered that many brand drivers may be breaking the thin line between the two. Reputation is what people see. It is often manipulated to achieve a predetermined aim. It speaks volume about brand status and standing as well as character. There is nothing wrong with a systematic application of brand reputation building tools that will engage the stakeholder. But as we know today, tools are changing and there is need for re examination of each tool. Trust is much deeper than reputation because it demands transparency, openness. Trust heals wound of dishonesty. Trust places a high sense of responsibility on the brand, leadership, key players. Trust has greater dividend as it gives competitive advantage as well as salvage relationship during trying times. To really build trust, brand must carefully select, train internal audience. To build trust, it requires that everyone agrees on the need not to do business as usual, covering up but work with a strong determination to say it as it is and be willing to stand up to the demands of response-abilities. In closing, let us realize that nothing extreme, extraordinary happens in brand relationship except a strong level of trust can be established.We must also remember that one day all things may fail. At such time, the last thing brand or anyone want to make is first impression. It is no need. Build trust instead of impression.

No one wants or desires attack but we can not afford that once in a while. Sometimes the attack may not be intentional or it may be a result of mis-directed angst. Attack may be justifiable also. A careless press of computer buttons by an individual can spell a viral damage and the hard earned image, reputation of the brand will be gone. Most of the justified attacks may stem from brand’s behavior, attitude. Whichever way the attack comes from, a brand will do well if it already has its arsenal positioned in a way that guarantees early detection of the attack through setting up alerts that can help them notice the source of the attack as soon as it starts. Inability of brands to do this will make the damage spread like a wild fire that becomes unquenchable without great bucks.

The followings can be adapted by brands when there is any attack.

1. Plan your response strategy: Without a plan, failure is inevitable. Every brand must develop crisis response plan. There are several types of crises, attacks, being pro-active helps a lot in handling any brand attack whether it is online or in the physical space. When a brand has plan, the brand will not shot it doors to people who needs information as we normally have during crisis and attack. The brand and its owner know what to do next.

2. Set up alerts: Always set up alerts on the net to help you have access to brewing attack before it becomes widespread. This should be the initial set of weapons in combating any form of attack particularly the online ones. Physical alert is to know the editors that handle your beats, niche in all the media who can bring the issues to you as it breaks.

3. Listen: The first step that should be followed is to listen attentively. Listen to what is being said. Never jump this level because if the brand does not have good command of the issue, it may not be able to address it properly. If it is online, listen to the conversation; find the source of the attack among other vital actions. While you are actively listening, you can now know which angle will work.

4. Be humble to discern the point: sometimes pride colors our perception about the whole issue. Pride may not allow the brand’s driver to see the points in the other parties’ argument. Be humble to see the facts in the other person’s argument and be humble to use the right words when there is a need to response. It will always be easy to handle if the brand already has a brand community which can support the brand’s cause but if not the brand should not hesitate to express its own point of view.

5. Act: having listened, then act on the veracity of the attack. Find the source and the major influencers and express brand’s points of view to them as they may help to douse the tension earlier than brand’s effort. For those who live in Nigeria, some would have noticed the use of this strategy by a leading Governor in the South West region whose state is the smallest in landmass but highly populated with all shades of people who daily throng to the state.

6. Be honest: Be honest enough to accept guilt when you know your brand is. Find lasting solution to the cause of the attack and carry on