Analysing a communication crisis in less than 24 hours
In March 2024, the music streaming service Spotify announced an upcoming price increase due to a new tax adopted by the French Parliament. A few weeks later, Spotify officially confirmed this price hike in an email sent to its subscribers.
Here is how Antoine Monin, Managing Director of Spotify France, explained the decision: “We unfortunately had no other option but to increase our prices to maintain our investment capacity. This increase solely reflects the cost of the tax, without imposing any additional burden on the consumer or earning an extra cent.”
Despite this transparency, many users and influencers protested against the price increase in the media and on social networks.
Crisis analysis and management
We supported Spotify’s community manager by analysing the impact of the crisis, evaluating the critics and developing strategic recommendations to deal with the topic.
To succeed in this challenge, we relied on many years of expertise in crisis management, as well as Talkwalker’s social intelligence platform.
Immediate response
Given the urgency of the matter, the project required a prompt setup:
- Within the first 6 hours: Drafting a boolean query to collect all relevant data (including several weeks of back data).
- Within 24 hours: Setting up a customised dashboard to assess the KPIs and highlight the most important media articles and posts.
- Within 48 hours: Delivering a comprehensive analysis report covering the volume of mentions and interactions, the tone and semantics of the conversation, key influencers, and our strategic recommendations.
Valuable insights
Our crisis support allows you to better understand online conversations around a sensitive topic, identify relevant stakeholders, and adapt your brand’s communication strategy.
Moreover, the dashboard we provide offers a clear and understandable visualisation of the data, which can be easily shared with collaborators, management, or external agencies using a unique URL. Here are some screenshots of the dashboard we designed for Spotify. ⤵️
