Who are you gonna call? Social media’s ‘ghostbusters’ solve digital drama

Vicro Dlamini and Mike Stopforth saw a gap for a social media crisis consultancy. (Supplied)

Vicro Dlamini and Mike Stopforth noticed a spot for a social media disaster consultancy. (Provided)

  • Organisational and private crises have steadily moved out of conventional media and into the usually extra damaging digital area.
  • Many companies solely give attention to what number of likes their social media posts garner or how efficient their influencer programmes are.
  • That is the place Victor Dlamini and Mike Stopforth noticed a chance to begin a social media disaster consultancy.

When a enterprise faces a disaster, the primary 48 hours are crucial, says Victor Dlamini, co-founder of social media disaster consultancy 48H.  

“It’s throughout this time that it’s important to behave good and act quick,” he explains.

He and co-founder Mike Stopforth noticed the hole to begin the consultancy to assist manufacturers and organisations handle a social media disaster shortly and successfully. 

“We’re there to be sure that in these first crucial hours, model stakeholders have goal, skilled companions who can stroll them by way of mitigating as a lot danger and long-term model harm as attainable,” says Dlamini.

Dlamini and Stopforth’s paths first crossed within the public relations and digital media industries by which they have been energetic. They ultimately grew to become pals and infrequently spoke about the potential for doing work or constructing one thing collectively.

“Victor has in depth expertise in repute administration and media relations and has watched with curiosity as organisational and private crises have steadily moved out of conventional media and into the much less predictable – and infrequently extra damaging – digital area,” says Stopforth. 

They might usually discover themselves on a cellphone name or WhatsApp dialog with somebody having to cope with social media repute administration and shortly realise the timing was excellent for a proper response – and 48H was born.

“Many manufacturers and organisations make investments for the great instances – they give attention to what number of likes their posts garner, or how efficient their influencer programmes are. They do not adequately anticipate or plan for what occurs when social media goes awry.”

– Victor Dlamini

“Managing a web-based disaster is among the most demanding points confronted by organisations. We now have the talents to help in managing a disaster,” says Dlamini.

“We now have each been deeply immersed within the evolving nature of social media and have written extensively on its impression on enterprise and society. Subsequently, we are able to allow companies to step again from the bubble of their ecosystem and share with them our deeply thought-about views.”

Ghostbusters for social media

Within the view of Stopforth, whereas a number of businesses supply some monitoring, reporting and consulting companies round social media crises, the very nature of the company enterprise mannequin presents challenges for each businesses and their shoppers when a disaster strikes.

“Model crises are emotional, disturbing moments within the lifetime of any enterprise. An goal, skilled voice goes an extended option to assuaging that stress and avoiding the type of response that makes the disaster worse than it already is,” provides Stopforth.

“An company already contracted to a shopper will discover it arduous to keep up objectivity on this second, and maybe even take a defensive stance – and that is the primary method we differentiate ourselves.” 

The second method 48H goals to distinguish itself is within the resolution to not search retainer-based relationships with shoppers however somewhat to have interaction provided that and when wanted. 

“Our enterprise is as lean as attainable, so the shopper pays for our experience and involvement immediately, and would not should be involved with the potential for being handed off to a junior guide, or bloated overheads. We’re principally the Ghostbusters for social media. Or Males in Black, simply with out the cool fits – though Victor is all the time the epitome of favor,” says Stopforth.

“Due to this intention and focus, we don’t compete with current businesses and may somewhat act as a assist system to them, guaranteeing their relationship with the shopper will not be jeopardised by the disaster.”


Dlamini says Covid-19 has accelerated the adoption of many applied sciences, but it surely has additionally given folks extra time to be on social media. So, paradoxically, Covid-19 made this course of faster.

Stopforth says the main problem for companies is their elevated dependency on digital communication and promoting and the related unpredictability, permanence and danger of those channels. 

“We hope to coach manufacturers on how one can be higher ready for these eventualities by way of proactive disaster administration, auditing and technique growth, somewhat than being purely reactive when a disaster has already struck. Prevention is all the time higher than treatment,” he explains.

A problem Stopforth factors out is to have a enterprise realise early sufficient that assist is required with a social media disaster. 

“This may allow us to do our greatest work in coping with what is basically a advertising and marketing downside, and a comparatively simple one for us to resolve,” he says.

“This enterprise is the proper amalgamation of Victor and my experience, expertise, ardour and market want. We’re very excited concerning the early response to the launch and may solely see it going from power to power.”

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