Managing a Social Media Crisis

Community managers are expected to take swift action in case of a social media crisis. Here is how some brands are doing that effectively.

Social media has become the preferred means of communication for over 80% of consumers to interact with brands. Handling both praise and criticism is a vital part of a community manager’s job description and can how this task is performed can leave a lasting impact on the costumers’ experience.

Some brands, however, are finding out remarkable ways to manage their audience when a social media crisis sets in.

What exactly constitutes a social media crisis?

When we talk about a social media crisis, we’re diving into a pretty broad and sometimes foggy territory. A crisis isn’t just a single negative comment or a few disgruntled customers; it’s an event that can escalate quickly and has the potential to damage a brand’s reputation and trust. Here are a few key scenarios that typically fall under the umbrella of a social media crisis:

1. Negative publicity

This can stem from a product failure, a poorly received ad campaign, or even a scandal involving the company or its employees. If the negative attention snowballs and starts trending online, it can quickly spiral out of control.

2. Misinformation and rumours

False information spreading like wildfire can lead to a crisis, especially if it involves serious allegations or concerns about the company’s practices. Once misinformation starts circulating, it can be challenging to contain, making timely and accurate communication crucial.

3. Customer backlash

When a significant number of customers express their dissatisfaction, whether due to a specific incident, a change in company policy, or a perceived lack of responsiveness, it can lead to a crisis. This backlash can manifest in angry tweets, negative reviews, or viral posts that catch the attention of the media and the public.

4. Data breaches

If a company experiences a data breach that compromises customer information, the fallout can be significant. Customers expect brands to protect their data, and any failure in this area can lead to a major crisis that requires immediate action.

Managing a social media crisis: strategies to restore trust

No one is immune to social media mishaps, but it’s how you respond that makes all the difference. Let’s dive into some key strategies for managing a crisis.

Accept no company is immune, breakdown your audience and plan ahead

Whatever the industry, no organization today is immune to the prospect of a social media crisis. In an age of constant connectivity and rapid information exchange, mistakes and misunderstandings are inevitable. Personal criticisms regarding a service or product are often shared publicly and can quickly snowball into a broader negative narrative about the company.

The first step for every crisis management strategy is to break down the customer segments being impacted by the crisis. Taking control of those critical moments requires preparation, also known as a social media crisis plan. Also, best practices around the world have a couple things in common: the best answer is often quick, reasonable, and empathic.

For those companies that succeed in managing a social media crisis, the benefits pay-off: companies that respond well to a social media crisis see a 20% increase in brand value, on average, while poorly responding brands see a 30% reduction.

Anticipate the crisis before it escalates

Early detection is the best prevention. Keep a close eye on any simmering issues that could blow up into full-blown crises. If there are ongoing complaints, controversial topics, or unresolved issues, be prepared to respond quickly before they gain traction. Many companies use sentiment analysis tools to detect shifts in public opinion as early as possible, allowing them to manage the situation before it escalates.

Establishing a clear monitoring process will ensure potential issues are spotted quickly. This allows brands to act before a negative conversation spirals out of control.

Prepare a crisis communication template

Speed is essential during a crisis, but so is accuracy. Preparing a crisis communication template can help you ensure that your messaging is quick, consistent, and on point. This should include a series of responses that can be tailored depending on the type of crisis and the platform involved.

Whether it’s an apology, clarification, or update, these templates should reflect your brand’s tone of voice and core values. That way, when time is of the essence, the response isn’t just fast but also aligned with the brand’s ethos.

Define a crisis help chain to know who does what and save precious time

Different types of social media crisis require different types of replies, coming from different teams in a company, depending on its size, complexity and hierarchy. In other words, it is essential to define internal responsibilities, according to the topic that needs to be resolved, its degree of urgency and seriousness.

Social media and customer service teams must always keep updated on new developments during the period of the crisis, even if they are no longer providing the final answer.

Establish a social media policy and share it far and wide

Most companies that have been through a social media crisis have learned the value of a “lessons learned” manual, summarizing the insights of that experience. 

Creating a handbook to be shared across the organization's Intranet or dedicating a chapter of the onboarding materials to the social media policy is one of the ways companies are finding to let everyone know how to act.

One way to prevent and control a crisis in social media is to write a detailed protocol on how employees should respond to customer inquiries and how they must deal with questionable content such as misinformation, confidential information and information leaks.

Create a crisis FAQ page

An alternative, or simply complementary content, to the social media Policy is a microsite on the company's official website, a landing page, or an internal social network where updated information on crisis management in social media is shared.

Adding FAQ’s, with all the most common questions answered in bullets speeds up the response time to critical topics that need to be answered immediately. These should contain:

1.     How the company can detect the crisis

2.     How to acknowledge it, both on social media and to active customers

3.     Who needs to be alerted, when and how?

4.     Actions that need to be taken for different scenarios (on a “if then” structure, preferably)

5.     The potential effects of the crisis

6.     Steps taken to prevent future occurrence

7.     Print screens and examples

Pause scheduled posts

During a social media crisis, carrying on with the communications plan as scheduled is discouraged. The public is now focused on the issue at hand, and so should community managers.

It usually is not advisable to continue to publish posts that are not relevant to the response that companies should give to an existing conflict, which could make the situation worse.

So, you should stop the scheduled publications, as well as Ads, and reply (if it makes sense) with a public message on all social media channels. Do not forget:

1.     Be direct and sincere

2.     Go straight to the point

3.     Acknowledge the mistake and show remorse

4.     Describe the next steps

In this situation, a case-by-case analysis is always necessary. For instance, if the engagement and revenue results continue to be good, it may not be necessary to interrupt Ads – maybe just rechecking if the copy or images are suitable to the crisis moment will suffice.

Apologize, take responsibility and frame it correctly

An apology is one of the most critical components of managing a social media crisis, but it needs to be handled delicately. Simply saying "we’re sorry" without demonstrating a real understanding of the problem can sometimes make things worse. Your apology should be clear, empathetic, and backed by action. Acknowledge what went wrong, explain why it happened (without making excuses), and outline what steps you’re taking to ensure it doesn’t happen again.

The timing of your apology also matters. Responding too late might signal to customers that the issue isn’t being taken seriously, but rushing to apologize without gathering the necessary facts could lead to an incomplete or inadequate response. When done properly, a well-constructed apology can defuse tension and rebuild trust with your audience.

Loyal customers may help when you need it most

During a social media crisis, one unexpected yet powerful ally can be your loyal customer base. Often, these dedicated followers will step in to defend your brand, sharing their positive experiences and countering the negativity. Their organic support can shift the conversation and provide a more balanced perspective for others watching the situation unfold.

This type of spontaneous advocacy can be particularly effective because it comes across as genuine, unfiltered support. Unlike branded statements, which may be viewed with scepticism during a crisis, the voices of satisfied customers resonate more deeply with the public. While it’s important to remain transparent and address the situation directly, these organic endorsements can help stabilize your brand’s reputation when things start to spiral.

Establish a social listening program

Observing what people are saying about a brand, outside the company's social networks is another way of being aware, preventing, and even controlling, potential crisis situations.

A “social listening” program allows you to assess the proportion of positive and negative feelings associated with a brand, which can be extracted through brand mentions, industry trends or relevant hashtags.

In effective managing a social media crisis, it is not only necessary to evaluate the metrics of reach and engagement, or to respond in a timely manner to comments in posts or direct messages.

Crisis prevention is also done outside company social profiles, by watching what the competition is producing/communicating, how consumers in the same consumer niche are reacting and what consequences this can have on your brand.

Articulate, staying ahead of a social media crisis

A social media crisis can strike at any time, regardless of how well-prepared a brand might feel. The key lies in how quickly, thoughtfully, and transparently the situation is handled. By accepting that no company is immune, breaking down your audience, and having a solid crisis management plan in place, you can turn potential disasters into opportunities to strengthen your brand’s trust and loyalty.

However, successfully managing a social media crisis requires experience and precision. From crafting the right responses to ensuring that your message resonates with your audience, every detail matters. And having the right team by your side can make all the difference.

At Articulate, we specialize in helping businesses managing challenging moments with confidence and clarity. Our crisis management team is here to assist with strategic planning, social listening, and crafting responses that protect your brand’s reputation.

Let us help you prepare for the unexpected. Contact us today to learn how we can support your social media crisis management efforts and keep your brand strong, even in troubled waters.

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