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7. Anticipate Negative RTM
Preparedness help mitigate risks, but brands must
be actively and proactive ready for anything
•
•
There is an imperative to respond in real-time to
negative brand events as they unfold
Coordinate with corp. comms to establish reactive
and proactive guidelines:
Reactive
Proactive
Create plan for action: apology,
response, improvement
Monitor social buzz w/ listening
tools
What, how, where to respond
and message
Set alerts for suspect keywords
or mentions
Act human
Stay agile