Crisis PR tips: 3 ways to spot ticking time bombs

Protect your reputation. Minimize risk online. Engage in digital reconnaissance now to spot—and stop—crises early.

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Want to detect social media attacks early? Want to deter online activism and counteract surprising situations—before they damage your brand’s reputation?

Good news: The following online reconnaissance tips will help you eliminate blindsides and digital ticking time bombs:

1. Choose monitoring tools carefully. Early detection is essential.

“Having social media monitoring tools in place helps us respond to negative comments before they boil over into larger issues,” says David Dougherty, a digital marketing specialist at Risdall Marketing Group.

The challenge lies in ensuring your monitoring tool drives enterprise-wide awareness. Simply acquiring social media data is not enough.

“All the data that funnels into today’s monitoring tools is largely the same—so the differentiator now is user interface and integration with other software you may be using,” Dougherty says. Salesforce’s Radian6, Hubspot and Oracle Social CRM all offer social media monitoring as part of a larger package of tools, he says.

No matter which tool you use, Dougherty advises monitoring for:

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