The Facebook crisis communications lessons are many. The explosive interview on 60 Minutes and the testimony before Congress from whistleblower Frances Haugen confirms and reinforces the crisis communication lessons we discussed in the SituationHub Master Class that originally aired live on March 11, 2021. The Master Class is called The Social Media Conundrum. You’ll want to watch that program, in which we zeroed in on why Facebook’s algorithms are built against you in a crisis.
Essentially, Haugen confirmed how the algorithms focus on your bad news and get your crisis event in front of more eyeballs on Facebook, while your good news perishes. It’s why we strongly urge our clients NOT to use Facebook as part of their crisis communications strategy. A key takeaway line from social media marketing expert Jay Baer was his observation that you should never build your house on rented property, i.e. Facebook is rented property. You are better to build your house on your website.
We’ve often defined a crisis as any event that can damage an organization’s reputation, revenue, and brand. This week, Facebook is the poster child of crisis communication lessons.
- A whistleblower calls out Facebook’s algorithms on 60 Minutes
- Facebook’s stock value immediately takes a nosedive
- Social media lights up with #DeleteFacebook
- The whistleblower calls out Facebook’s algorithms before Congress
- Facebook crashes
- Facebook is slow to issue a crisis communications statement about its own crisis
Facebook’s response and behavior are very similar to how big tobacco and big chemical behaved in the 1970s. The chemical industry has made huge strides in their efforts to reduce chemical emissions, as well as in their crisis response. Big tobacco has seen their clientele disappear as it attempts to morph into a vaping business.
The Facebook crisis communications lessons will continue. Winston Churchill once said,
To that extent, we believe that every crisis is a living classroom and worthy of your attention so you can learn from the success or failure of others in crisis. The lessons learned should serve as an incentive for you to engage in the 5 Steps to Effective Crisis Communications, so you can have the tools to communicate effectively should you face a crisis.
The Facebook crisis is a treasure trove of how not to handle a crisis. We suspect things will get much worse in the days and weeks ahead.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
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