Social media has been a breeding ground of fake truths that take hold so fast that in the face of a PR scandal over a data breach, embarrassing incident or a rogue tweet, social media can make or break a company’s reputation. United Airlines, EA and Pepsi are all casualties of poorly handled media furors that have seen them become vilified and ridiculed on Twitter and other social networks. Incidents are often leaked before full investigations are carried out, and businesses need to be ready to handle a social media storm.
Richard Stephenson, CEO of YUDU Ltd., shares his thoughts on how to deal with a crisis in the public (Twitter)sphere. “In the forty years I have been running businesses big and small, there has never been a time when we have less time to think before we act. Preparation is the only medicine.”