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Social media crisis simulation platform launched in Asia-Pacific

Anuradha Shukla | July 6, 2015
Real-time, multi-language platform SONAR introduced by Ruder Finn Asia.

Ruder Finn Asia has launched a multi-language, multi-market, multi-channel social media crisis simulation platform called SONAR.

This Asia-Pacific communications consultancy developed the platform in partnership with Hong Kong digital marketing firm Daylight Partnership.

Client teams can leverage SONAR to experience the dynamic environment of a fast-developing social media issue or crisis in real-time.

Both companies note that SONAR can replicate the most popular social media platforms in a client's specific market.

"We have seen an extraordinary series of high profile crisis situations in the past twelve months where, time after time, senior management is widely criticised for poor crisis management capabilities," said Charles Lankester, SVP, reputation management, Ruder Finn Asia-Pacific. "SONAR is fast, effective and action-oriented, designed to identify gaps and propose practical, workable, real-world solutions."

Operate in any language
The new platform can operate in any language with client teams tasked with analysing and managing emerging threats using online and offline resources. SONAR adapts and evolves based on the decisions made by the client team exactly as in real-life. All real-time responses and reactions are made by a team of social media role players.

SONAR simulates Weibo, WeChat, Facebook, YouTube, LinkedIn, Instagram, Twitter and a number of other social media channels.

The system helps ensure that clients have a clear understanding of where they responded well and what gaps exist. Leadership teams also clearly understand what has to be changed and implemented.

"We understand the interaction between reputation management and the emerging social media threats faced by corporations which is why we created SONAR," said David Ko, partner and managing director of Daylight Partnership. "The platform offers clients a practical resource that allows communications, legal, brand and other teams the ability to experience an issue and make decisions in an entirely safe, secure environment."


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