Case Study C - Social media and online crisis management plan at GreenFuzz GreenFuzz Ltd. is a leading manufacturer of smoothies. The company has invested a lot of their finances into digital marketing to acquire the desired visibility and to promote its products. However, the digital platform has its own pros and cons. There were many unwanted remarks, responses, comments, and other reviews they have had to deal with. The company needed a concrete plan to handle this situation, as their company's reputation was at stake. Amelia is the Senior Manager for Product and Digital Marketing. Amanda and Jack are the marketing managers who work directly under her supervision. Amelia has given Amanda and Jack the responsibility to develop a social media and online crisis management plan to deal with the recent damaging issues and incidents. Amanda and Jack have set up a meeting to discuss and come up with a plan. Once the draft is ready, they will discuss it with Amelia and get her feedback and recommendations and add them in accordingly.

1. For this activity, you will work with one of your peers who will play the role of your colleague. Lead a discussion about the ways to develop a social media and online crisis management plan to deal with damaging issues and incidents.

Study the details provided in Case Study C and, with your peer, discuss and list the ways in which to develop a social media and online crisis management plan to deal with damaging issues and incidents. Consider the circumstances and communicate appropriately with your peer. Document the ways to develop social media and online crisis management plans in your workbook.

2. For this activity, you will need to work with one of your peers who will play the role of your colleague. Your manager has asked you to create a hand-written one-page document establishing the general parameters to be assessed in a performance report generated by social media monitoring tools.

Lead a discussion with your peer on how to assess performance reports to identify communication issues and implement improvements. You should discuss the general KPIs or parameters to be assessed in a performance report and how to implement improvements based on the results obtained from the performance reports.

Note down the process on paper and provide thorough explanation and examples to your colleagues.

3. Produce a written plan for responding to both positive and negative comments in an online setting. This should include standard responses that can be used for common circumstances that could occur, standards to be implemented, and policies and procedures that should be followed when responding.

This can be written for any organisation of your choice or a hypothetical/example organisation provided by the assessor. It must use clear and detailed language that can be easily understood by all levels of seniority. The plan should be approximately two pages long. Attach to your workbook and submit to the assessor upon completion.