iCountry Media

There are early warning signs that something is wrong, those seemingly little quirks that stick right in the middle of your brow, causing you to get that slightly perplexed look. But it's usually fleeting, and most of us don't pay too much attention. It's this sort of inattentiveness, and in some cases laissez-faire attitude that leads to serious online communication crises. Is your agency or company skating on the brink of an online public relations nightmare? Here are six signs that point to 'yes':

1. Is a new employee or a relatively flat-performing team member enjoying unprecedented success or excelling well beyond others in some way? Everyone admires high-performers, but things aren't always as they appear--can you say Bernie Madoff? Keep an eye on your highest performer's Internet activity. If s/he is using social networks that you don't know about, or has developed a large following on a private blog, you could have a big problem on your hands. No matter how well an employee performs, always keep control of your brand with clearly defined rules of online conduct.
2. Are there rumors percolating about an online romance? Pay attention. In the real world, many titans have found themselves cut off at the knees after whispering sweet somethings into the wrong ear. Virtual relationships, like those formed in Second Life, create very real emotions. Consider the recent suicide of a 13-year-old girl who was emotionally eviscerated by an adult posing as a teenage boy; even though the person she thought she was in love with was a fictional concoction of a rival's mother's sick mind, the emotion was decidedly real. If someone in your office is hooking up online, you need to be aware of it. The real emotions in play in a virtual relationship could lead to bad judgment with real repercussions.
3. Has an employee or associate who used to complain often suddenly stopped voicing their displeasure? It would be great to think that s/he all of a sudden came around to your way of thinking just like you always knew they would, but hold that thought. Unless you have been engaging an unhappy employee on a regular basis, the abrupt end to verbalized displeasure probably signals that Oscar the Grouch has found another outlet, and you'd better start looking for it. If you don't have an explicit Non-Disparagement Clause in the employee's contract, consider putting one in. Make sure that any terms include online communication as well as print and broadcast restrictions.
4. Is there only one employee who has knowledge of your payroll, IT, or administrative department? If so, you are just asking for a problem. When JournalSpace.com caught a couple of IT employees stealing from the company, they were fired. Instead of going quietly, the cyber thieves wiped out the databases on their way out, effectively crippling the company. Mathew Humphries over at Geek.com advises companies to always backup all information. It's also a good idea to have a relationship with at least one outside professional with the same skill set as a high-value employee--just in case.
5. Is a member of a well-established organizational sub-culture, e.g. a veteran player on the company's softball team, pulling back from the group? If so pay attention. Chalking it up to a mid-life crisis could leave you vulnerable to a full-on Internet meltdown. When a member of a group feels left out, they begin to distance themselves from that group, further weakening the symbolic constructs that hold the group together. When an employee tries to isolate themselves, look closely for causes such as addictions and mental health issues, both of which can compel otherwise level-headed people to engage in unflattering behavior in public and online.
6. Does your Website suffer frequent problems like information drops and database crashes? If so, you could find yourself unable to effectively communicate during a crisis. Check your site for malware often and make arrangements with your hosting provider for immediate upgrade should you experience a high-volume of traffic because of a crisis such as a product recall. The ability to communicate quickly with a large number of people is key to heading off an online communication fire storm

Every company, no matter how small, and every situated individual should have a written crisis communication plan that includes online protocols. Without one, you're bound to get blind-sided online during a crisis.