In the social media crisis management framework, which stage focuses on creating message maps and listening protocols?

The correct answer is "Preparation" because this stage is dedicated to laying the groundwork necessary for effectively managing a social media crisis when it arises. Preparation involves creating message maps, which are essential tools that help ensure consistent, clear, and coherent messaging across all communication channels during a crisis. Message maps allow organizations to anticipate potential scenarios and develop appropriate responses in advance.

Additionally, establishing listening protocols during the preparation phase is crucial. These protocols involve setting up monitoring systems to track mentions of the brand or organization across social media platforms, which can help identify emerging issues before they escalate into a full-blown crisis. By being prepared with both message maps and listening strategies, organizations can respond more quickly and effectively when a crisis does occur.

This proactive approach is vital for effective crisis communication, emphasizing the significance of preparation in managing potential risks.