Firebell

In today's age of real-time information, brands and companies are more at risk than ever to attacks online from unexpected sources. Research firm Altimeter notes that while social media crises are on the rise, most could be diminished or averted with smart internal investment – and cites Weber Shandwick’s award-winning FireBell application as one solution.

Weber Shandwick’s social crisis simulator, FireBell, creates an authentic, real-time experience of being under attack on social media channels. This proprietary application, named PRWeek’s 2011 “PR Innovation of the Year” and PR News’ 2010 “New Digital Product/Service/App,” allows clients to participate in a real-time dialogue in a secure, off-the-Internet environment.

It simulates crisis situations on multiple social media platforms including Facebook, Twitter and other social properties specific to regions though Asia, Europe and Latin America. The simulation begins with a plausible crisis scenario, which is devised by the drill team, but not shared with the client. The client can then witness and respond to the crisis unfolding in those channels.

"Communications leaders need to understand that it's not a matter of if an online crisis is going to happen, but when – and be prepared. How a company responds to a crisis in today's social environment is vastly different than even the recent past; a formal statement to the press no longer suffices. It's about a living dialogue with a company's constituents," said Chris Perry, president of Digital Communications at Weber Shandwick.