Digital Marketing, Crisis Management, social media marketing
β±οΈ Length: 3.0 total hours
β 4.36/5 rating
π₯ 3,187 students
π December 2025 update
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- Course Overview
- Explore the deep-seated psychology of “Cancel Culture” and the sociological triggers that transform a minor customer service complaint into a viral digital mob.
- Analyze the fundamental shift from traditional PR gatekeeping to the democratic, real-time ecosystem of social media where every user is a potential journalist.
- Evaluate the anatomy of a digital scandal through a series of “Post-Mortem” case studies, examining the financial and cultural fallout of brands that ignored early warning signs.
- Understand the legal landscape of the digital era, specifically the tension between corporate transparency mandates and the protection of proprietary business information during a leak.
- Develop a comprehensive “Vulnerability Audit” to identify hidden operational weaknesses within your organization that are most likely to be exploited by online detractors.
- Examine the role of internal communications and how employee-led “whistleblowing” on platforms like Glassdoor can trigger external reputation crises.
- Learn to differentiate between “Noise” (trolls and bot activity) and “Signal” (legitimate stakeholder concerns) to ensure your resources are never wasted on non-threats.
- Master the concept of “Algorithmic Suppression,” understanding how negative sentiment impacts your organic reach and how to regain favor with platform AI after a controversy.
- Study the ethics of online moderation, determining exactly when to engage, when to ignore, and the rare circumstances where deleting content is an acceptable risk.
- Requirements / Prerequisites
- A foundational understanding of the major social media platforms, including their core demographics and the typical tone of discourse on each.
- Familiarity with basic digital marketing terminology, such as “Engagement Rate,” “Impressions,” and “Share of Voice.”
- Access to a professional-tier social media management dashboard or the willingness to set up trial versions of industry-standard monitoring software.
- A strategic mindset capable of remaining objective and analytical during high-pressure, emotionally charged simulated scenarios.
- Intermediate data literacy, specifically the ability to interpret trend lines and sentiment shifts within a standard analytics report.
- No prior experience in Public Relations or Crisis Management is required, as the course builds from fundamental concepts to advanced executive strategy.
- Skills Covered / Tools Used
- Sentiment Analysis & NLP: Utilizing Natural Language Processing to decode the emotional nuances behind customer comments and media mentions.
- Social Listening Suites: Gaining proficiency in professional tools such as Sprout Social and Hootsuite for cross-platform threat detection.
- Stakeholder Mapping: Identifying and categorizing key influencers, journalists, and industry watchdogs who possess the power to shift public opinion.
- SEO for Reputation Management (ORM): Mastering Search Engine Optimization techniques to ensure positive brand assets dominate the first page of search results.
- Dark Site Development: Learning to pre-build hidden web pages that can be launched instantly to provide a centralized hub of facts during a PR emergency.
- Media Training for Video: Developing the presence and vocal tone required for digital-first video statements and “Live” stream damage control.
- Escalation Matrices: Building customized logic flows that dictate exactly which department (Legal, HR, Marketing) takes the lead depending on the crisis type.
- Boolean Search Logic: Mastering advanced search strings to track mentions of your brand, executives, and competitors across the unindexed web.
- Benefits / Outcomes
- Position yourself as a high-value strategic asset to any C-suite by demonstrating the ability to protect the companyβs most valuable intangible asset: its reputation.
- Decrease the average “Response Latency” of your marketing department, moving from a culture of panic to a culture of disciplined, pre-planned action.
- Minimize the long-term “Trust Deficit” that often follows a scandal, ensuring that customer loyalty and lifetime value remain stable even after a mistake.
- Acquire the specialized vocabulary and framework needed to bridge the gap between technical marketing teams and traditional legal counsel.
- Build a “Crisis-Resilient” organizational culture where team members at all levels know how to report risks before they manifest as public failures.
- Empower your brand to take bold creative risks, knowing that you have the safety net of a robust recovery and defense strategy in place.
- Improve the overall quality of customer service by identifying recurring pain points that frequently lead to negative viral sentiment.
- Gain a competitive advantage by knowing how to ethically capitalize on a competitorβs reputation stumble to showcase your own brandβs reliability.
- PROS
- Time-Efficient Mastery: Condenses years of corporate PR experience into a 3-hour intensive format that focuses purely on actionable tactics over abstract theory.
- Future-Proof Strategy: Includes the December 2025 update, specifically addressing the rise of AI-generated misinformation and “Deepfake” brand threats.
- Data-Driven Approach: Moves away from “gut feeling” crisis management and focuses on quantifiable metrics and ROI for reputation recovery.
- Global Perspective: Provides insights into managing cross-border crises where cultural nuances and different time zones complicate the response.
- CONS
- Intensive Pace: The density of information regarding technical monitoring tools may require students to pause and perform additional independent software walkthroughs.
Learning Tracks: English,Marketing,Digital Marketing
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