Social Media Crisis Communication Strategy for a well-reputed company

In this assignment, we discuss Pre-Media Crisis Communication a crucial venue for enhancing a company's reputation and brand provided by social media. A social media issue can harm the brand's reputation and image. A well-known corporation receives a lot of social media messages, thus strategic efforts must be devised to deal with the crisis.

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Pre Media Crisis Communication
Introduction
Social media offers an important platform for building reputation and brand name of a
company (Pang, Begam Binte Abul Hassan and Chee Yang Chon 97). Social media crisis can
negatively impact the brand’s image and repute. As there is a high volume of social media
message for a well-reputed company, strategic initiatives need to be planned to come out from
the crisis situation. In the current discussion, Apple's iPhone performance for maximizing battery
life received significant criticism over social media. A social media crisis had risen from the
company's insensitiveness to not allow consumers to make their own choices (DeCamp, Koenig
and Chisolm 582). The current discussion analyses the social media crisis situation and
recommending a solution to the situation.
1. Outline the media crisis strategy
The current social media crisis situation faced by the computer giant Apple in 2018 when
it disclosed that it was throttling performance of iPhone in order to maximize its battery life.
Apple totally ignored its consumer’s choices but soon realized and apologized, with the offering
of an inexpensive battery replacement programs in older phones. The battery throttling scandal
led to several legal fallouts, and Apple was sued for slowing down of older iPhones such that
consumers would purchase new models (Conroy, Cox and Culbert). The lawsuit stated that
iPhones were intentionally slowed down by replacing with aged batteries. Apple defended saying
that it purposefully throttled performance of some iPhones in order to prevent them from shutting
down or collapsing. Apple faced 60 lawsuits from the user from all over the world, who accused
Apple of their malfunctioning devices. The throttling conspiracy was initiated post a feature
referred to as dynamic power management was introduced within the iOS software update. This

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led to the underperformance of devices, as the Lithium-ion Battery used was not able to supply
peak demands in colder conditions, as it had low battery charge. The batteries aged over a time
period and there was unexpected shutting down of the device for protecting internal components.
The consumers were unaware that they could regain optimal performance by replacement of
their battery that costs US$90, which was lesser than a new model.
2. Audiences Identification
The social media crisis faced by Apple was exposed to reputation risks from global
customers. Apple's iPhone has global recognition and smartphone users long to purchase the
product due to its various features (Bennett and Segerberg 33). Being a leading smartphone in
the entire globe it has millions of followers in its social media platform. Therefore, the throttling
battery crisis had been viewed by the entire followers and social media activists. Apple's iPhone
has approximately 11,597,214 Facebook followers and a similar number of followers on Twitter,
and other social media platforms. The social media crisis was not only viewed by the existing
consumers of Apple but rather it was also viewed by smartphone users, who were planning to
purchase iPhone due to their superior performance and is a social media follower of iPhone.
Apple is a giant brand name in smartphone users maker hence this social media crisis was
viewed by a wide range of people from varied walks of life.
3. Online and Offline media channel vehicles
While faced with a social media crisis situation, there need to be strategies devised so as
to overcome the bad reputation created. In order that Apple is able to overcome this current crisis
in social media, it will need to deploy one online and another offline media channel as the
vehicle for communicating the situation appropriately. Selection of an online media channel
appropriate in Apple’s case will need to be digitally distributed videos over the internet with
copyright. The video will demonstrate the initiatives taken by Apple in order to provide its
customers with the very best (Smith and Zook). The video will include the iPhone assembling
process along with various high-end components used for it. This video distributed through
online channels will ensure that Apple is able to gain back its brand repute and image amongst
its consumers. The video will be showcased in their websites, social media platforms and over

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emails. This will help re-engage people and create a positive brand image again for Apple's
iPhone. The video will assists in the crisis communication campaign, as a video can be regarded
as face-to-face interaction with the Company and has a greater impact that they can create on
consumers. A video provides visual as well as audio to depict a circumstance, therefore can be
utilized for making communication.
Offline media used by Apple will help to engage with consumers and a broad range of
audiences allowing increased reach over social media as well. The ideal offline media that can be
used by Apple need to be print media, including newspaper and magazine advertisement (Naik
and Peters 289). There are various sources of offline media where audiences can be engaged
such as television, radio, posters, and banners and so on, but audience engagement is gradually
declining in these spaces. Newspapers and magazines though form traditional forms of offline
media, yet guarantee a wider spectrum of audience. Hence, this can be deemed to be an
appropriate selection for Apple. Print media will be used for crisis communication campaign as it
can provide a visual and has an impact of authenticity on its audience. Audience reading or
referring to a newspaper or magazine often accepts the point of view as being true rather than
questioning its authenticity.
4. The spokesperson for the specific crisis
In case of a social media crisis situation, a key spokesperson has to be selected, who will
be able to calmly deal with the specific crisis. In this situation, the Vice President
Communications of Apple Inc. will be the key spokesperson. Steve Dowling, the current Vice
President Communications will attend the crisis situation by defending the Company's position
referring to the several challenges faced by the Company. The spokesperson will include specific
key points that will help defend the Company's position and hold the opinion of the hardware
and software departments in front of a targeted audience (Alexander 723). The Vice President
Communications holds an appropriate rank and position to provide an appropriate situation of
the Company. He is the person who is aware of the several fallouts and challenges that
consumers have faced. Moreover, due to the virtue of his position, he will be able to better
clarify any miscommunication or misunderstanding that has led to the social media crisis. In case
an engineering head such as hardware or software product head was selected, they would not

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have been able to present every stance of the company. Moreover, their point of view would
have been much inclined to their specific domain of understanding, either related to hardware
causes or software causes. When a crisis situation arises, such a situation will need to be dealt
with greater gravity with a broader focus to encompass the greater good done. As in this case, the
older battery saved the iPhone could effectively be presented by a spokesperson, having an
understanding related to the entire situation. Secondly, marketing head was not selected, as he
could have been easily accused of pushing sales for the new iPhone. The Managing Director's
stance could also appear to be tainted as the audience could easily accuse him with sales of the
new iPhone (Schultz, Utz and Göritz 26). While in a crisis situation, the negative comments that
could arise with respect to specific department need to be analyzed; hence the Vice President
Communications was selected.
5. List of messages to convey
The overcoming of social media crisis is not easy as it is viewed by a wider range of
audience. Due to the widespread usage of social media, messages need to be planned and
presented in an appropriate manner to overcome the crisis situation (Goolsby 7). In the case of
Apple's justification to clear off its allegation against iPhone battery throttling, messages and
communications will need to be presented in order of importance so as to clear its brand image.
At the first instance, or initial communications will be based upon Apple providing a good
quality battery change in case the iPhone fails to function in an appropriate manner. Then as
consumers/ audience calms down then they can be provided with a free service or up-gradation
of their phone at nearby stores. This message at the second stage will reassure consumers that
Apple cares and has concern for its customers. The promotion for the new iPhone will need to
include in some manner the older models as well. This will ensure that Apple is not forcing its
customers to make a purchase of newer phones rather enforcing the quality of its older phones
also. All communications will need to ensure the existing quality of its iPhone and features. In
the third communication, Apple needs to tell its users to not opt for the new software update by
providing them with the choice criteria. As the social media crisis outrage was based upon apple
not taking input from its customers and forcing updation or software upgrade on its own
disappointed customers. This image of Apple will need to change and Apple needs to undertake

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more user reviews and ratings for specific conduct of theirs (Jin, Liu and Austin 90). When
Apple will see a change in the attitude of consumers then gradually Apple can provide more
engaging posts. These messages will allow Apple clear off its stance and gain back its repute in
the market.
6. Press release
a. Care and concern (for those affected)
Apple is deeply concerned for its affected consumers from throttling of its iPhone to
maximize battery life. The Company provides free software upgrades and features to its
customers so that they can have the latest technologies and packages in their smartphones. The
added features would highly benefit the consumers and depict Apple's continued commitment
towards innovativeness for its existing customers. However, in the view of new problems faced
by some existing customers, the Company and its product heads have decided would provide a
free change of battery for extending the life of the smartphones. With changed battery consumers
would be able to avail the new updates and facilities offered by the Company.
b. Control (of the situation)
Apple has been always committed to being the most trusted brand in terms of quality and
features. The Company to enhance the experience of its existing consumers constantly innovates
and creates newer software and features. In its commitment to provide users maximum benefits
with new updates, it failed to identify the challenge that users might face. In order to help avoid
the challenges faced, the Company has planned to offer a battery change to its customers, so that
consumers can continue to avail all features and updates frequently provided by Apple.
c. Commitment (to resolving the problem)
Apple is continually improving and innovating to provide better quality and service to its
customers. Apple is committed to ensuring it is the most trustworthy and high-quality brand. The
recent software update had provided some problems to its existing user. Due to this Apple has

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decided to provide a battery change to those phones to assist consumers in availing the same
uninterrupted experience. Consumers facing the problem can reach out to their nearby stores and
can get their phone's battery changed and then get the new updates on their phones.
7. Actions to address the issue
Apple is a giant name in technology and telephony industry, any negative tinge can easily
dampen the brand image of the Company. The current social media crisis faced by the Company
will need to be addressed such that the situation does not reoccur in the future (Veil, Buehner and
Palenchar 112). The steps or action need to be taken by various internal stakeholders of the
Company to reinstate the brand image of the Company. Apart from communicating with a
specific audience, the entire product needs to be checked for possible cause of challenges. The
product department needs to ensure that its software is compatible with hardware and battery life
when provided with a software upgrade feature. The product department has to be aware of all
the features and benefits that are offered, this would help avoid future conflicts and issues. The
product innovation department needs to include a clause in its software update features such that
consumers cannot question the integrity of the Company. This will help address concerns for all
stakeholder groups, including consumers. This would help prevent future conflicts and crisis
situation.
The marketing department will need to provide more informative contents and updates
regarding existing and new products. This would help avoid potential future conflicts as
consumers will remain continuously informed regarding various updates and features provided
on iPhone. The communication department needs to plan their communication strategies in a
timely and orderly fashion to continue engagement with consumers. A continued engagement
over the social media will help interact with consumers more often and avoid development of
mistrust with the Company. This would act as a brand management strategy and help present
future crisis situation. The employees need to demonstrate the quality of commitment standards
so as to reinforce the same in the consumer market (Cavanaugh et al 490). Through employee’s
commitment to quality, the Company in future will be able to prevent the use of faulty or old
products at stores and within the company's manufacturing departments as well. This will help
reinforce quality commitment and gain more satisfied consumers.

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8. Employees as ambassadors
Employees are regarded as the most important internal customers for any company. In
this case, also employees need to be involved in the crisis scenario as they have detailed insights
into the scenario. Employees can act as ambassadors in communicating regarding the positives
and negatives for Apple organization. At the time of social media crisis, employees can share
their positive experience while working at a factory or office of Apple. They could share the
quality benchmarks and checks used within the Company through their social media posts, this
can help arouse a lot of interests. They can also talk about the challenges that some customers
have faced with the iPhone software update and share the latest discounts or offers existing
(Austin, Fisher and Jin 198). Not only at the time of crisis but employees at all the time need to
act as brand ambassadors for the Company such that the internal brand image is communicated
and reputation of the Company is built. Moreover, as most employees of Apple use iPhone, they
can act as marketing agents by building PR for the Company. Employees, however, need to
follow some guidelines such that they are on the same page where the Company is being faced
with a social media crisis situation. Employees need to be tagged and be friends on every social
media post, and they can answer queries or posts comments on specific issues faced by the
Company. This will help Apple gradually rebuild its lost brand image.
9. Conclusion
The social media crisis faced by Apple reveals that importance of strategy and a Crisis
Response team to tackle such a situation. Having a strategy to deal with a crisis situation helps
prevent risks of failure and risks of hampering brand reputation. Having a strategy in place
allows for planning action to deal with the situation with a positive response. Companies such as
Apple with large brand repute need to plan its strategies well such that they are able to position
itself as a top technology player in the market. Moreover, a crisis response team analyses a
specific situation from every point of view and then plans a suitable response. The team posts
suitable positive posts so that the brand image is not tainted.

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