Social media presents both opportunities and risks for brands. This blog post, Social Media Crisis Management: How to Protect Your Brand, examines why social media crises are important, the different types of crises, and their impacts. Crisis preparation stages, monitoring tools, creating a crisis management plan, interaction strategies in times of crisis and successful examples are analyzed. In addition, topics such as preventive tactics, post-crisis communication, and reputation management are addressed, providing key notes to help brands manage social media crises effectively. This guide is critical to protecting a brand's online reputation.

Introduction to Social Media Crisis Management: Why Is It Important?

Today social mediahas become an indispensable communication and marketing tool for brands. However, the power of these platforms also carries great risks. A social media crisis can damage your brand's reputation in a matter of seconds, erode customer trust, and even lead to financial losses. Therefore, social media crisis management is of vital importance for modern businesses.

Social media crisis management is the process of identifying, analyzing, and responding effectively to the negative situations that a brand encounters on social media platforms. This process includes preventing crises with a proactive approach, implementing the right communication strategies in the event of a crisis, and managing reputation after a crisis. An effective crisis management plan will help you minimize potential damage while protecting your brand's reputation.

The Importance of Crisis Management

• Protecting Brand Reputation: Correct and fast intervention in a crisis prevents brand reputation from being damaged.
• Ensuring Customer Trust: Transparent communication and solution-oriented approaches increase customers' trust in the brand.
• Preventing Financial Losses: Potential financial losses are prevented by preventing the growth of crises.
• Gaining Competitive Advantage: Brands that successfully manage crises gain an advantage over their competitors.
• Learning and Development: Every crisis exposes the weaknesses of the brand and provides opportunities for improvement.

Social media crises can occur unexpectedly and spread quickly. Therefore, it is important for brands to always be prepared and determine their crisis management strategies in advance. Instead of panicking in the event of a crisis, acting in line with predetermined plans makes it easier to make the right decisions and minimizes the effects of the crisis. Social media crisis management is of great importance not only for large companies but also for small and medium-sized enterprises (SMEs). Every business should be prepared for possible risks by creating a crisis management plan suitable for its scale.

Stages of Crisis Management	Explanation	Important Elements
Preparation	Creating crisis scenarios, preparing a communication plan, identifying a team.	Proactive approach, detailed planning, trained team.
Detection and Evaluation	Detecting the crisis early, assessing the speed of its spread and potential impacts.	Social media monitoring tools, quick analysis ability, accurate decision-making.
Intervention	Fast and effective communication, transparency, solution-oriented approaches.	The right messages, the right platforms, empathy.
Improvement	Post-crisis reputation management, evaluating customer feedback, preventing future crises.	Transparency, sincerity, continuous improvement.

It should not be forgotten that, social media Crisis management is not just a reaction, it is also a proactive process. To prevent crises, you should regularly monitor your social media accounts, take customer feedback into account, and identify potential risks in advance. A good crisis management plan will help you strengthen your customer relationships and achieve long-term success while maintaining your brand's reputation.

Social Media Crisis Types and Effects

Social media is an area that offers both great opportunities and potential risks for brands. Social media A crisis on their platform can quickly damage a brand's reputation and lead to long-lasting negative effects. Therefore, understanding the types and effects of social media crises is critical for developing an effective crisis management strategy. Accurate identification and classification of crises helps determine appropriate methods of intervention.

Type of Crisis	Definition	Potential Effects
Reputation Crisis	Events that damage the reputation of the brand (misrepresentations, scandals, etc.)	Loss of customers, decrease in brand value, loss of trust
Service Crisis	Problems with customer service (product failures, delays, etc.)	Customer dissatisfaction, negative comments, complaints on social media
Cyber Security Crisis	Data breaches, hacking attacks, privacy issues	Customer data compromise, legal issues, reputational damage
Employee Crisis	Behaviors of employees on social media that negatively affect the brand	Loss of reputation, damage to brand image, legal problems

Social media crises can occur in different ways and affect brands in different ways. These crises often erupt suddenly and spread quickly, requiring brands to respond quickly and effectively. Depending on the type of crisis, the measures and communication strategies that brands should take also differ. Here are some basic types of crises:

Types of Crises

• Reputation Crises: Situations that damage the brand image.
• Service Crises: Problems that lead to customer dissatisfaction.
• Cybersecurity Crises: Data breaches and hacking attacks.
• Employee Crises: Employee misbehavior.
• Product Crises: Defects or security issues in products.
• Social Responsibility Crises: Behaviors of the brand contrary to ethical values.

The effects of crises can vary depending on the size of the brand, the industry, and the severity of the crisis. While a small misunderstanding can quickly turn into a major crisis, a well-managed crisis can strengthen a brand's reputation. The key is to anticipate the potential impacts of the crisis and create a crisis management plan accordingly.

Text Crises

Text crises usually occur as a result of erroneous, misleading, or provocative statements made by the brand on social media posts or other communication channels. Such crises can grow rapidly, especially due to posts that contain misinformation or hate speech. In order for brands to deal with such crises, it is important to follow a prompt and transparent communication strategy, apologize, and make the necessary corrections.

Visual Crises

Visual crises occur when the images used by the brand (photos, videos, infographics, etc.) are inappropriate, misleading, or contain copyright infringement. Such crises can spread rapidly, especially on social media, seriously damaging a brand's reputation. To avoid such crises, brands need to choose their visual content carefully, make sure it complies with copyrights, and be sensitive to sensitive issues.

Dynamic Crises

Dynamic crises arise as a result of unexpected and rapidly changing events. These types of crises are usually related to large-scale events, such as natural disasters, political events, or social movements. It is important for brands to be prepared for such crises, to be able to react quickly and flexibly, and to adapt their communication strategies according to the course of the crisis. Otherwise, brands may both suffer reputational loss and fail to fulfill their social responsibilities.

It should not be forgotten that an effective social media Crisis management is a critical element for the long-term success of the brand. With a proactive approach, being prepared for crises and responding quickly will help the brand maintain its reputation and minimize potential damage.

Preparation Stages for Social Media Crises

Social media Crises have the potential to damage your brand's reputation and have long-term negative consequences. Therefore, it is critical to be prepared before a crisis arises. An effective preparation process can help minimize the effects of the crisis and protect your brand's reputation. In this process, it is of great importance to take a proactive approach and evaluate possible scenarios in advance.

Preparation steps allow you to respond quickly and effectively in a crisis. These steps include forming a crisis management team, identifying potential crisis scenarios, developing communication strategies, and using social media monitoring tools. In this way, instead of panicking in a crisis, you can act in a planned way and take control of the situation.

Preparation Step	Explanation	Importance
Creating a Crisis Management Team	A team is formed with representatives from different departments.	It provides coordination and quick decision-making in the event of a crisis.
Identifying Crisis Scenarios	Possible crisis situations (product defects, customer complaints, etc.) are determined in advance.	It allows for the development of separate strategies for each scenario.
Developing Communication Strategies	Messages and communication channels to be used in the event of a crisis are determined.	It provides consistent and effective communication.
Using Social Media Monitoring Tools	Tools are used to keep track of conversations about the brand and the industry.	It helps to detect crisis signals early.

It's also important to educate your employees on the use of social media. Informing employees about how they should represent the brand, what information they can share, and what they should be careful about can help prevent potential crises. Trainings protect your brand's reputation by enabling employees to use social media more consciously and responsibly.

At work Preparation Stages:

1. Crisis Management Team Setup: Create a team with representatives from different departments.
2. Developing a Crisis Communication Plan: Determine in advance the messages and communication channels to be used in the event of a crisis.
3. Setting Up a Social Media Monitoring System: Constantly follow conversations about your brand and industry.
4. Organizing Employee Trainings: Train your employees on social media usage and crisis management.
5. Identifying Possible Crisis Scenarios: Identify potential crises such as product defects, customer complaints in advance.
6. Determining Approval Processes: Clarify the approval processes of messages and content to be published in times of crisis.

Remember that crisis management is not only an opportunity to deal with negative situations, but also to strengthen your brand's reputation. With the right strategies, you can successfully manage crises and ensure the long-term success of your brand. Being prepared is the most important step in this process.

Social Media Monitoring Tools and Their Uses

Social media Monitoring tools play a critical role in protecting your brand's reputation and detecting moments of crisis in advance. Thanks to these tools, you can track the conversations, shares and comments about your brand in real time, so you can prevent a possible crisis before it grows. By using the right tools, you can take the pulse of your target audience, understand their expectations and complaints, and shape your strategies accordingly.

Social media monitoring tools are of great benefit not only in times of crisis, but also in improving your marketing strategies and conducting competitive analysis. Thanks to these tools, you can easily analyze which of your content attracts more attention, which of your campaigns are successful, and what your competitors are doing. With the data you obtain, you can develop more effective and target-oriented marketing strategies.

Recommended Tools

• Brandwatch
• Mention
• Hootsuite Insights
• Sprout Social
• Talkwalker Alerts
• Google Alerts

The detailed analytics offered by social media monitoring tools help you identify your brand's strengths and weaknesses. By analyzing customer feedback, you can improve your products and services and increase customer satisfaction. You can also identify positive comments and shares about your brand and use them in your marketing materials, further strengthening your reputation.

Vehicle Name	Features	Areas of Use
Brandwatch	Detailed analysis, trend tracking, sentiment analysis	Crisis management, brand tracking, competitive analysis
Mention	Real-time notifications, resource tracking, reporting	Crisis management, reputation management, content strategy
Hootsuite Insights	Social media analysis, trend identification, customer segmentation	Marketing strategy, target audience analysis, campaign tracking
Talkwalker Alerts	Free alerts, keyword tracking, website monitoring	Reputation management, crisis prevention, industry trends

The most important point to consider when using social media monitoring tools is to interpret the data obtained correctly and update your strategies accordingly. It's not enough to just keep track of the data; At the same time, you need to take steps that will contribute to the growth of your brand by drawing meaningful conclusions from this data. These tools, when used correctly, social media In addition to preventing crises, they are also an invaluable help in strengthening your brand's reputation and optimizing your marketing strategies.

Creating a Social Media Crisis Management Plan

One social media Creating a crisis management plan is a critical step in protecting your brand's reputation and minimizing potential damage. This plan allows for a quick and effective response by determining in advance how you will react in the event of a crisis, who will do what, and what messages will be used. A well-prepared plan not only reduces the effects of the crisis, but also helps your brand demonstrate its professional and controlled stance in the event of a crisis.

Key elements to consider when creating a crisis management plan include identifying potential crisis scenarios, creating a crisis communication team, identifying communication channels, and drafting pre-prepared messages for crisis communication. It is also of great importance that the plan is updated regularly and that all relevant personnel are informed about it. Remember, a proactive approach is always more effective than a reactive one.

The table below shows, social media It summarizes the key elements that should be included in your crisis management plan and the importance of these elements:

Element	Explanation	Importance
Crisis Communication Team	Determining the people who will manage communication in the event of a crisis.	Critical for rapid and coordinated response.
Potential Crisis Scenarios	Identification of possible crisis situations in advance.	It ensures preparedness and correct response.
Communication Channels	Determining the communication platforms to be used in times of crisis.	It provides fast and effective access to the target audience.
Message Drafts	Pre-approved messages tailored to crisis situations.	It provides a consistent and accurate flow of information.

Creating a crisis management plan can be a complex process, but the following steps can guide you through the process:

1. Conduct a Risk Analysis: Identify potential crisis scenarios that could affect your brand.
2. Build the Crisis Communications Team: Assign people to manage communication in the event of a crisis and define their roles.
3. Establish Communication Protocols: Determine which channels to use and how messages to approve in the event of a crisis.
4. Draft Messages: Create pre-prepared message drafts for possible crisis scenarios.
5. Test and Update the Plan: Test your plan regularly and update it according to changing conditions.
6. Provide Training: Train your crisis communications team and other relevant staff on the plan.

Do not forget that crisis management is a process that continues not only during the crisis, but also before and after the crisis. Learning from the crisis and continually improving your plan will allow you to be better prepared for future crises. Social mediaBy using the power of Amsterdam correctly, it is possible to turn crises into opportunities and strengthen your brand reputation.

In a Crisis Social Media Interaction Strategies

Social media crises can damage your brand's reputation in a matter of seconds. In such situations, responding quickly and effectively is key to minimizing the negative effects of the crisis. Social media You can overcome the crisis by taking a proactive approach to your channels, communicating transparently with your followers, and sharing accurate information in a timely manner. Remember, silence or a wrong answer can make the situation worse.

In a crisis social media Engagement strategies are critical to protecting your brand's reputation and rebuilding trust. In this process, it is essential to understand the expectations of your target audience and be sensitive to their concerns. The table below provides a general framework of interaction strategies that can be followed according to different crisis scenarios.

Type of Crisis	Recommended Approach	Interaction Channels
Product Error	Apologizing, offering solutions, collecting feedback	Twitter, Facebook, Instagram
Customer Complaint	Quick response, tailor-made solution, follow-up	Twitter, Facebook, Private Message
Reputation Attack	Sharing accurate information, denying, initiating legal proceedings	Blog, Press Release, All Social Channels
Employee Error	Public disclosure, apology, internal investigation	Blog, Press Release, LinkedIn

For effective crisis management, it is not enough to simply respond quickly. At the same time, it is important to be transparent, maintain honesty and engage in dialogue. Here are some effective strategies you can implement in a crisis:

Effective Strategies

• Provide fast and accurate information flow.
• Understand users' emotions by empathizing.
• Be transparent and admit your mistakes.
• Take a solution-oriented approach.
• Be proactive and keep the situation under control.
• Respond to users' questions and comments in a timely manner.

In crisis situations, it is important to stay calm and not panic in order to make the right decisions. Below, in a moment of crisis social media Here are some basic principles to consider when managing your interaction.

Quick Response

Taking action as soon as signs of a crisis appear prevents the situation from spiraling out of control. Your initial response should show that you understand the situation and take action to resolve the issue. This is the first step in gaining the trust of your followers. Social media By using monitoring tools, you can continuously monitor your brand reputation and detect potential crises early.

Transparency

Honestly sharing all the facts about events increases your credibility. Adopt a clear and concise communication strategy to clear up ambiguities and avoid speculation. Transparency helps mitigate the negative effects of the crisis and protects your brand's long-term reputation.

Providing Dialogue

Responding to users' questions and concerns allows them to feel heard in their voices. Social mediaSince it is a two-way communication platform, having an active dialogue with users plays an important role in managing the crisis. This strengthens your brand's connection with users and helps you overcome the crisis.

"Remaining silent in a time of crisis is tantamount to admitting guilt."

Analysis of Successful Crisis Management Examples

Social media crises have the potential to have serious consequences for brands. However, with the right strategies and rapid intervention, these crises can be turned into opportunities. Examples of successful crisis management can serve as a guide for other brands and help them prepare for future crises. In this section, we will examine the successful crisis management practices of both global and local brands and make inferences.

Brand	Type of Crisis	Applied Strategy	Conclusion
Nike	Product Quality	Speedy Recall and Apology	Reputational Loss Reduced
Starbucks	Allegations of Racist Attitudes	Comprehensive Training Programs	Social Trust Restored
Domino's	Employee Video Scandal	Rapid Response and Dismissal	Brand Image Protected
Turkish Airlines	Flight Cancellations	Transparent Disclosure and Redress	Customer Satisfaction Ensured

Successful crisis management can not only minimize the damage, but also strengthen the brand's reputation. The important thing is to correctly identify the source of the crisis, communicate quickly and transparently, and offer appropriate solutions. In the following list, we will discuss strategies that are often seen in examples of successful crisis management.

• Successful Examples
• Communicate quickly and effectively
• To be transparent and honest
• Showing empathy and apologizing
• Identifying the source of the crisis and being solution-oriented
• Active use of social media channels
• Carrying out post-crisis recovery work

The attitude displayed in a crisis can directly affect the long-term success of the brand. For this reason, it is of great importance for every brand to be prepared for possible crisis scenarios and to create a crisis management plan. Now, let's take a closer look at some examples of global and local brands.

Global Brands

Global brands have to be more careful in times of crisis, as they often appeal to a wider audience. For example, Nike's implementation of a quick recall and apology strategy in a product quality crisis helped the brand protect its reputation. Similarly, Starbucks' extensive training programs against allegations of racist attitudes have been effective in restoring public trust.

Local Brands

Local brands, on the other hand, can take a more personal approach in times of crisis, as they often appeal to a more niche audience. For example, if a restaurant offers special discounts to customers and apologizes personally for a problem with their food, it can increase customer satisfaction and strengthen brand loyalty. It should not be forgotten that each crisis has its own dynamics and solution strategies should be adapted accordingly.

A crisis is a moment when danger and opportunity come together. The important thing is to manage this moment correctly and turn it into an opportunity. – Peter Drucker

Preventive Tactics for Social Media Crises

Social media Taking precautions before crises arise are vital to protecting your brand's reputation and minimizing potential damage. With a proactive approach, you can prevent crises from occurring or mitigate their impact. In this section, we'll explore the various tactics you can use to prevent social media crises.

Firstly, Regularly monitoring your brand's social media accounts And it is very important to detect potential risks early. This allows you to quickly identify and respond to negative reviews, complaints, or misinformation. Additionally, by keeping up with trends and discussions in your industry, you can be prepared for problems that may arise in the future.

The table below outlines some of the key steps you should consider to avoid social media crises:

Preventative Tactic	Explanation	Importance
Social Media Monitoring	Monitor your brand name, products, and related keywords regularly.	To detect potential crises early and respond quickly.
Content Schedule and Approval Process	Review your scheduled content and approve it before publishing.	To prevent the publication of inaccurate or sensitive content.
Employee Training	Train your social media managers and other relevant employees on crisis management.	To ensure accurate and effective communication in a crisis situation.
Crisis Communication Plan	Have a crisis communication plan prepared in advance.	To act quickly and in an organized manner in a crisis.

Creating a good social media strategy and updating it regularly can also help prevent crises. Create your content in line with your target audience's interests and values. Also, build a trusting relationship with your followers by adopting a transparent and honest communication approach. This will give you an advantage in possible crisis situations.

Preventative Tactics

• Proactive Monitoring: Stay on top of conversations about the brand and industry.
• Clear Rules and Guidelines: Set social media usage rules for employees.
• Regular Training: Train your social media team on crisis management.
• Crisis Communication Plan: Have a plan prepared in advance for possible scenarios.
• Transparency and Honesty: Always be open and honest in your communication.
• Quick Answer: Respond quickly to negative comments or complaints.

One Crisis Communication Plan allows you to be prepared for the unexpected. This plan should clearly state who will do what, what channels will be used, and what messages will be delivered in the event of a crisis. A crisis communication plan that is regularly updated and tested is a critical tool for protecting your brand's reputation.

Crisis management isn't just about repairing damage; it's also about preventing future crises and further strengthening your brand.

Remember that, social media Crises can be inevitable, but with the right measures, you can minimize their impact and even turn them into an opportunity for your brand. Being proactive, prepared, and transparent are the keys to success in social media crisis management.

Post-Crisis Communication and Reputation Management

One social media Once the crisis is over, it's critical to rebuild your brand's reputation and build trust. The effects of the crisis may not go away immediately, and a careful communication strategy must be followed to prevent long-term damage. Post-crisis communication requires transparency, sincerity and a solution-oriented approach. In this process, it is important to acknowledge the mistakes made, apologize and explain the measures taken to prevent similar problems in the future.

In post-crisis communication, highlighting your brand's values and mission can help you reconnect with your stakeholders. It's important to keep your communication channels open, answering questions, and addressing concerns. You should also show that your brand adheres to the principle of transparency by regularly sharing lessons learned from the crisis and your improvement efforts. In this process, social media platforms should be actively used and the dissemination of accurate information should be ensured.

My name	Explanation	Importance Level
Situation Assessment	Assess the effects of the crisis and the damage to reputation.	High
Communication Plan	Determine the post-crisis communication strategy.	High
Stakeholder Communication	Maintain regular communication with customers, employees, and other stakeholders.	Middle
Reputation Monitoring	Continuously monitor brand reputation and evaluate feedback.	Middle

Contact Steps

1. Apologize and take responsibility.
2. Explain the causes and consequences of the crisis.
3. To announce the measures taken to prevent similar situations in the future.
4. Answering stakeholders' questions and addressing their concerns.
5. Re-emphasizing the brand's values and mission.
6. Maintaining transparent and honest communication.
7. Evaluating feedback and making improvements.

Post-crisis reputation management is a long-term process and requires patience. You must constantly strive to rebuild your brand's reputation and build trusting relationships with your stakeholders. Do not forget that, social media platforms can be both a risk and an opportunity in this process. With the right strategies, you can emerge stronger from the crisis and further solidify your brand's reputation.

Conclusion: Social Media Key Notes for Crisis Management

Social media Crisis management is vital for protecting the reputation and sustainability of brands in today's digital age. The rapid flow of information and the potential to reach large audiences make social media a platform with both opportunities and risks. Therefore, brands need to be prepared for possible crises and develop an effective crisis management strategy.

Effective social media crisis management requires careful planning and implementation not only during the crisis, but also before and after the crisis. In the run-up to a crisis, it is important for brands to identify risks, create a crisis communication plan, and train relevant teams. In times of crisis, fast and transparent communication, empathy and solution-oriented approaches are of great importance. In the aftermath of the crisis, reputation management, lessons learned and improvement processes are critical steps for the long-term success of the brand.

Stage	Important Actions	Aim
Pre-Crisis	Risk analysis, crisis communication plan creation, team training	Improving preparedness and rapid response to possible crises
Moment of Crisis	Fast and transparent communication, empathy, solution-oriented approaches	Minimizing the effects of the crisis and preventing reputational damage
Post-Crisis	Reputation management, lessons learned, improvement processes	Rebuilding reputation and becoming more resilient to future crises
Continuous Monitoring	Tracking brand reputation with social media monitoring tools	Identify potential problems early and take preventative measures

It should be noted that each crisis is different and may require a unique approach to each one. However, the basic principles remain the same: transparency, honesty And Responsiveness. By adhering to these principles, brands have the potential to turn social media crises into opportunities and strengthen their reputation.

Key Notes

• Update your crisis communication plan regularly.
• Use social media monitoring tools effectively.
• Communicate quickly and transparently in a crisis.
• Be empathetic and take solution-oriented approaches.
• Pay attention to post-crisis reputation management.
• Learn from crises and make continuous improvement.

Social media crisis management is an indispensable element to make the presence of brands in the digital world sustainable. With a proactive approach, brands can be prepared for potential crises and protect their reputation by responding effectively in the event of a crisis. Social media Given the dynamic nature of their platform, continuous learning and adaptation are key to successful crisis management.

Frequently Asked Questions

Why is social media crisis management indispensable for a brand?

Social media crisis management is vital for protecting your brand's reputation, minimizing negative impacts, and maintaining consumer trust. Negative feedback and misinformation that spreads quickly can seriously damage brand value. Crisis management offers the necessary strategies and tools to deal with such situations.

What types of events can turn into crises on social media, and what are the potential effects of these crises on brands?

Many incidents such as faulty product launches on social media, inadequacies in customer service, allegations of unethical behavior, misinformation campaigns, or inappropriate behavior of employees can turn into crises. These crises can damage brand reputation, reduce sales, churn customers, and even lead to legal issues.

How should a brand prepare before getting caught in a social media crisis?

Brands should create crisis scenarios, develop a crisis communication plan, designate a crisis communication team, use social media monitoring tools, and regularly provide crisis management training to their employees. Additionally, it is important for them to clearly define their social media policies and ensure that these policies are followed.

How do social media monitoring tools help a brand in detecting crises in advance?

Social media monitoring tools continuously monitor keywords, hashtags, and brand name related to your brand. This helps identify negative comments, complaints, or trends early, preventing potential crises from escalating. Rapid detection means rapid response.

What key elements should be included in an effective social media crisis management plan?

An effective crisis management plan should include the roles and responsibilities of the crisis communication team, communication protocols, approval processes, pre-prepared message templates, and communication channels to use in the event of a crisis. The plan should also address different scenarios based on the type of crisis.

How should brands interact with social media users and what strategies should they follow in a crisis?

In times of crisis, brands must remain calm and professional, respond quickly and transparently, empathize, not hesitate to apologize, and be solution-oriented. It is important to share accurate and up-to-date information, answer questions, and respond constructively to negative reviews. Arguing or blaming should be avoided.

What can a successful social media crisis management example teach brands?

Examples of successful crisis management teach brands important lessons on how to react quickly and effectively in a crisis, how to determine communication strategies, the importance of transparency, and how to empathize with customers. These examples serve as a guide for strategies that can be applied when faced with similar situations.

What should brands do for reputation management after the social media crisis is over?

In the post-crisis era, brands should assess the situation, document lessons learned from the crisis, review and improve their communication strategies. In addition, they should share positive content, work to increase customer satisfaction and participate in social responsibility projects to repair their reputation. Regaining customer trust can be a lengthy process, so it's important to be patient and follow a consistent communication strategy.

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