Build a Diverse Response Team
The important stakeholders of a crisis management team include subject matter experts from PR, marketing, legal, customer success (if applicable), and the HR team.
Guide & Ebook·October 2024/Practitioner Playbook
Crisis Management 101: Leveraging Social Media
A practical playbook for protecting your brand when a social media crisis hits — covering preparation, response, and recovery.
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Crisis Management 101: Leveraging Social Media to Enhance Brand Reputation
Social media offers brands a fantastic opportunity to engage with customers, build communities, and spread their message. However, this constant online presence comes with a hidden danger: the potential for a social media crisis.
A single misstep, an insensitive post, or a product malfunction can explode into a viral nightmare.
Loss of Trust
Customers who feel unheard or disrespected are more likely to abandon your brand.
Brand Damage
Negative online sentiment can linger for months, impacting future marketing efforts.
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Do not wait for crisis to knock on your door. Be proactive and implement strategies that can help you stay on top of sticky situations!
What is a social media crisis?
- Negative experiences with a product, especially those concerning safety, can quickly escalate on social media.
- Employee actions, particularly those captured in photos or videos that suggest unethical behaviour.
- Viral videos or posts about poor customer service can spark backlash.
- A company caught making false claims or using deceptive advertising.
Building Your Social Media Crisis Management Plan
Create and Follow a Risk Matrix
A risk matrix is a tool for evaluating potential risks an organisation might face. It considers the likelihood of an event occurring and the severity of its impact.
Stop All Social Media Posts
When crises arise, it is important to stop all immediate communications and promotions and focus only on remedy content.
Assess the Severity of the Crisis
Crisis management takes a lot of time, effort, and money, so it is crucial to determine the degree accurately and plan the resource expenditure optimally.
Get the Team Ready for Response
Send out an immediate internal communication citing the crisis (without blaming anyone) and calling for their immediate response.
Apologise Immediately
It is essential to acknowledge the err and fix it immediately. By adhering to this rule of thumb, you are more likely to salvage your customer relationship and overall brand image.
Anatomy of a Social Media Crisis Plan
Preparation
Identifying potential risks and continuously monitoring social media channels for signs of a crisis.
Response
A prompt response that you are aware of and looking into the issue can prevent the situation from escalating.
Recovery
Identify what worked well and what didn't. Thoroughly review the actions taken and the outcomes achieved.
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