Industry players say automated crisis management software is the future of helping firms escape the circle of PR hell that is social media. And brands with numerous locations like H&R Block—which suffered a backlash on Facebook last week after 600,000 of its clients’ tax returns were delayed by as much as six weeks—look especially forward to it.
“When there’s a large workforce of people and unexpected things happen, what they say in social can be hard to rein in during different times,” said Scott Gulbransen, H&R Block’s director of social business strategy.
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