Marketing Manager’s Crisis Management and the Social Media

Marketing Manager’s Crisis Management
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Marketing Manager’s Crisis Management
The ever-increasing presence of target audiences on digital platforms supported by the internet justifies the reliance on internet marketing strategies, including email marketing and social media marketing. Currently, brands are forced to embrace digital presence, where they market their goods and receive consumer feedback, among other forms of brand engagement (Ogden & Ogden, 2014). Importantly, customer feedback can be positive; however, there are instances where the feedback includes criticism resulting in negative consumer postings. Negative consumer postings are common after a crisis and can easily spread faster on the internet, which further affects organizational reputation and ability to attract and retain a significant client base. Marketing managers are tasked with scanning social and websites to identify and mitigate the negative consumer postings from a recent crisis. The marketing manager will embrace social media to communicate with the target audience and ultimately handle crises.
Organizations rely on their digital presence, including social media, to communicate, especially in cases of emergencies and crises. According to Jin et al. (2011), the objective often includes exploiting the wide audience reach to manage a crisis, thus ensuring the imminent loss of client base or market share is evaded. Firms often strive to maintain a positive reputation with their clients and ultimately retain a competitive advantage, hence the need for swift, easily accessible, lower cost, and sometimes personalized social media posts that primarily targets an identified crisis. Organizations use social media to communicate with their consumers through crisis, which in turn yields the above goals. The marketing manager exploits the multiplier effect, where the crisis management or information enjoys a compounding reach because the details can spread to a considerably larger audience (Ogden & Ogden, 2014). This is important, especially when regular communication updates or support to the customers affected or needing help should be reached faster and easily.
Also, unlike old media, including the reliance on television and print press releases, social media is not costly as the firm exploits the existing digital presence to reach its target audience. In other words, lower cost is another reason why organizations embrace social media to communicate with consumers during a crisis (Ogden & Ogden, 2014). The organization is exposed to what the clients expect or need. It learns about the events and subsequent reactions and exploits their presence and audience reach, as indicated in the multiplier effect, to address a crisis, including admitting fault and resolving the issue, including promising the issue would not happen again to regain consumer trust (Spoljaric, 2021). Collectively, digital platforms g...