Fortune 500 Tools and Hardware Manufacturer
Countering unknown unknowns with early-warning risk intelligence
Today’s corporate risk registers feature several known factors that can do harm to brand value, especially those that commonly surface online. But what about the unknown risks that emerge and catch enterprises by surprise? Unfortunately, no business sector is immune to these “unknown unknowns,” not even the Tools and Hardware industry.
Crisp’s client, a Fortune 500 Industrial Tools, Hardware and Security Products Manufacturer, increasingly found itself caught off guard by unexpected incidents and issues surfacing on social media. As the company grew in size, so did its exposure online. This translated to a number of consumers recklessly using its products inappropriately, and some rogue employees also creating harmful content featuring its brands. This posed an unexpected business critical risk to the enterprise and its reputation.
The traditional monitoring tools the company had in place couldn’t anticipate these unfortunate incidents or provide the defense needed to prevent them from becoming a public safety or brand reputation issue. They knew they needed to find a different kind of solution to counter these unknown, unknowns.
This posed an unexpected business critical risk to the enterprise and its reputation.
In 2020 alone, our client added more than 50 new owned social media pages creating a global conversation across more than 200 brand-owned social media channels in dozens of different languages. This not only fed its brands’ popularity, it also attracted the attention of instigators intent on disrupting engagement and detractors eager to do harm to the company’s reputation. With conversation volumes growing daily, their communications and digital marketing teams found themselves assessing millions of pieces of content annually to make sure none of these unexpected incidents emerged undetected. This proved difficult for the following reasons:
The massive scale of the company’s social media presence, and the conversation generated around it, made the task of separating genuine brand incidents from the millions of pieces of benign content annually too great a challenge. This resulted in valid incidents going undetected.
Operating 200+ social media pages in 20+ languages meant conversations about the enterprise and its brands were happening in all parts of the world, at all times of the day and night. Existing solutions couldn’t keep up with the non-stop, global conversation in real time.
Assessing the severity
Along with struggling to detect the unknown unknowns, communications and digital marketing teams lacked the intelligent solutions needed to assess emerging incidents and their severity to better determine which ones to prioritize and how potentially damaging they may become.