I came across an article on the PRNewser, part of mediabistro.com that explained a new social media program called Crisp Thinking. What the Crisp Thinking team does is monitor all incoming and outgoing content for a given client. The idea is to help brands and businesses stay on top of their social media presences. This way the Crisp Thinking team can alert businesses if negative comments are being posted on their social media by either the public or employees.
I think this is a very interesting service. The benefits sound great, right? No more worries about your brand trending for the wrong reasons, no headlines explaining the PR nightmare that your brand is dealing with due to a post by an angry customer or employee. Evidently many large companies including some in the broadcast, airline (obviously not U.S. Airways), alcoholic beverage and mobile phone industries are utilizing Crisp Thinking.
My one gripe with the program may be the fact that someone is basically going through all of your content before it is posted. I don’t see this being a big deal for businesses of any size, because nothing that businesses are posting would be affected by an extra pair of eyes skimming posts before they go live. But some smaller businesses may not feel comfortable with the friendly big-brother action.
My other initial question was regarding the posts made by consumers. I originally thought that Crisp Thinking stopped all negative incoming content from being posted, but instead they notify the company contact as soon as it happens so it can be dealt with as quickly as possible.
Crisp Thinking looks like it could be on the forefront of social media management. With so much emphasis being put on social media today, I think we can use all the help we can get.