Weber Shandwick Launches Social Crisis Simulator
This proprietary application allows clients to participate in a real-time dialogue in a secure, off-the-internet environment. The new application was designed in-house by Weber Shandwick software developers and social media strategists. It simulates crisis situations on multiple social media platforms including Facebook, YouTube, Twitter, Digg, LinkedIn and blogs.
The simulation begins with a plausible crisis scenario, which is devised by the drill team, but not shared with the client. From that, the team builds functioning and fictional offline versions of the client's social media properties including Twitter and Facebook.
Concurrently, the team builds offline versions of outside social properties such as anti-fan Facebook pages and contrary blogs. During the drill, FireBell projects images that look like the organization's social media profiles and the client can witness and respond to the crisis unfolding in those channels, preparing them for the inevitable 24/7 dialogue that occurs during a real crisis.
Chris Perry, president of digital communications at Weber Shandwick, said: “More than ever, social interactions can have material impact on brand perception and reputation. It's critical that clients understand how issues spread and how to react in as close to real time as possible.”
David Krejci, senior vice president of digital communications at Weber Shandwick, said: “With FireBell, you can't just speak in abstract terms of how you would respond. It transforms crisis drills from static exercises of imagination to concrete and dynamic dialogue between client and the public.”
Will the launch provide better secure options to social media channels?
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