9 Steps for Social Media Crisis Management (2024 Guide)

The most exquisite art of handling social media crises begins long before any troubles emerge. Discover the art of devising a plan to diminish risks and respond swiftly.

Verily, social media crisis management is a crucial skill for all social media and communication practitioners. For when your brand finds itself engulfed in turmoil, each TikTok, Reel, or Tweet you unleash can either safeguard your brand’s reputation or spiral a minor incident into a lasting erosion of trust.

In this treatise, we shall unveil the secrets of navigating a social media crisis, from vigilant social listening to the delicate dance of communication in the aftermath. Furthermore, we have sought the wisdom of Emily Flathers, the esteemed Senior Marketing Manager at Alfred Coffee, to impart proven advice on conquering the treacherous realms of social media.

Key Revelations

1. The art of social media crisis management entails both proactive and reactive strategies to counter adverse online sentiments towards a brand.
2. Employ tools like TalkWalker by Moyens I/O to detect and address potential issues before they escalate.
3. Frame a social media policy and establish guidelines for proper usage and crisis response to steer actions during emergencies.
4. Prioritize the needs of your audience. Respond based on their expectations and empathy, rather than personal sentiments or defensiveness.

The Essence of Social Media Crisis Management
‘Tis a strategy crafted to mitigate harm from a negative narrative spreading widely about a brand on social networks. Picture a public explanation or apology penned by a CEO when a dilemma surfaces. Such actions are integral parts of a brand’s social media crisis strategy.

The role of social media in managing crises extends beyond posting a heartfelt "we’re sorry" Reel. It encompasses formulating a comprehensive response plan, engaging in vigilant social listening for early crisis detection, and navigating all tasks during and after the storm to assuage online hostilities threatening a brand’s safety.

Remember, social media crisis management differs from crisis communication. The former pertains to how your brand reacts to a crisis beyond your control, such as a natural disaster or a global pandemic.

Discerning a Social Media Crisis
A social media crisis transpires when a significant negative shift occurs in online conversations concerning your brand. ‘Tis more than a mere rude comment or customer complaint—’tis a barrage of adverse reactions or, worse, calls for a boycott.

Such crises may be sparked by online posts from your team or offline events disseminated across vast audiences on social platforms. Consider these events that qualify as social media crises:

1. Extensive product failures, recalls, or safety issues
2. Insensitive or out-of-touch social media posts
3. Misconduct by employees
4. False or deceptive claims about a product or competitor

In essence, any action provoking ire, disappointment, or skepticism shared on social media constitutes or has the potential to become a social media crisis.

For instance, the retailer Marks & Spencer faced the need to elucidate an image it posted online. Many followers construed the red, green, and silver hats ablaze in a fireplace as representing the Palestinian flag.

Source: Marks & Spencer

Crafting a Social Media Crisis Management Plan in 9 Stages
No two social media crises mirror each other. Rarely can one foresee the impending tide of negative sentiments about to wash over their social media channels.

A meticulously documented, adaptable social media crisis plan shall position you at the helm when the hour demands a response.

Step 1: Evaluating the Crisis and its Impact
Before dashing forth with any public or internal communication, pause to discern the root, scope, and underlying emotions fueling the crisis. Commence by cataloging the specifics of the event to offer your team a tangible reference point. Ponder upon the five W’s akin to a diligent reporter:

• Who was implicated in the initial event? Who has since joined the fray?
• What transpired? Unravel the facts like a seasoned detective.
• Where did the event unfold? Was it on a specific social media platform or a physical locale?
• When did the incident commence? Precision is imperative, for hours and minutes hold significance.
• Why did the crisis unravel? Was it an earnest customer voicing discontent on social media, or a marketing intern inadvertently sharing a questionable Tweet?

Chipotle recently found itself reviewing the details of an uproar from social media users alleging a reduction in portion sizes in some of its popular dishes. Subsequently, Chipotle’s CEO issued a statement through video, disseminated on TikTok.

Source: Fortune

With the five W’s unveiled, the subsequent task is to monitor brand mentions and sentiments across social media platforms. Monitor mentions beyond social media as well. Search for your brand name and keywords linked to the event, and establish Google Alerts for these queries.

Pro Tip: Beware of misinformation, and address it promptly. Above all, heed your audience—read and observe the posts and comments. Hone in on both negative feedback and those expressing support, for they may shape your response. Harness the prevailing themes and emotions to guide your reaction.

To be continued…