eConsultancy recently released an article, “Digital Crisis Comms: How TfL’s (Transport for London) Social Media Team Copes with Tube Strikes.” As the title suggests, the article was about how Tfl’s Social Media team handles crises such as tube strikes, which can bring London to a screeching halt.
TfL’s social media marketing agents manage 21 Twitter accounts as part of their social customer service offering. When a tube strike takes place, TfL experiences an increase of 2,000% in mentions over their usual 2500 mentions per day.
In order to manage and address every single customer amid an influx of mentions, the team uses CX Social. TfL’s Social Media and Content Lead, Steven Gutierrez, said “It makes it possible to handle many accounts, collaborate and triage messages to the most relevant team. I don’t think we’re limited by any tech and our teams are well equipped.”
So, what do they do when a crisis occurs?
To deal with an unplanned event, TfL has a defined process in place:
- Acknowledge the issue.
- Coordinate a response based on verified information.
- Pause all unnecessary activity (promotions, advertising, etc).
- TfL’s main accounts including @TfL and the TfL Facebook will lead on news, while customer service accounts for individual lines will broadcast service updates.
- TfL’s website will usually carry a dedicated webpage with more detailed travel advice and the Press Office will provide updates to the media.
- TfL will continue providing updates from all relevant accounts and update the website regularly until things are back to normal.
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