The impact of social media on brand perception is immense. Social media channels are critical touchpoints for customer interaction.
In fact, 89% of consumers are likelier to buy from a brand they follow on social media. 84% of them also choose these brands over competitors. And 71% of customers who receive a quick response on social media will likely recommend the brand.
You need these people by your side during crisis scenarios.
The immediacy of social media amplifies the potential for a full-blown crisis triggered by a customer complaint or negative feedback.
That’s why you need a responsive crisis management strategy.
Keep reading to discover actionable tactics to respond quickly and preserve brand reputation.
P.S.: Ever wonder how to keep your brand’s online reputation secure, even in high-stakes moments? With a strategic social media crisis management plan, you can. Equip your team with in-depth tools and training to respond quickly and professionally, no matter the situation. Start enhancing your crisis management strategy today by booking a FREE strategy call at inBeat!
TL;DR:
Social Media Crisis Importance: Social media greatly impacts brand perception, with quick responses boosting customer loyalty and recommendations.
What is a Social Media Crisis?: A sudden, high-impact situation on social media that escalates rapidly and threatens brand reputation.
Examples of Crises:
- Product Failures: KFC mitigated a chicken shortage backlash with humor and transparency.
- PR Missteps: Dove faced criticism for an insensitive ad but failed with its initial response.
- Celebrity Endorsements: Cosmopolitan faced backlash for poorly edited celebrity images.
Pre-Crisis Preparation:
- Develop clear social media policies.
- Train employees to identify risks early.
- Limit access to official accounts.
- Use tools like Sprout Social and Brandwatch for monitoring.
Crisis Management Plan Components:
- Risk Analysis: Identify potential triggers with tools like BuzzSumo.
- Internal Communication: Use dedicated channels like Slack for crisis updates.
- External Communication: Prepare templates for different crisis scenarios.
Crisis Detection and Response:
- Leverage social listening tools like Mention.
- Pause scheduled content and evaluate the crisis scope.
- Act within 30 minutes to assess and initiate response actions.
Communication Tips During a Crisis:
- Use appropriate channels with clear, empathetic messaging.
- Provide timely updates and adjust strategies based on audience feedback.
Post-Crisis Review:
- Analyze response effectiveness and gather team feedback.
- Update crisis plans and run simulations to prepare for future events.
Case Studies:
- Burger King: Faced backlash over a controversial tweet during Women’s Day but later apologized.
- United Airlines: Mishandled an overbooking incident with a delayed and insensitive response, highlighting the importance of swift, empathetic communication.
Key Takeaways:
- Build a robust crisis management plan.
- Train teams regularly and use social listening tools.
- Partner with experts like inBeat Agency to enhance preparedness and response capabilities.
What Is a Social Media Crisis?
A social media crisis is a sudden, high-impact situation where negative feedback or a customer complaint escalates quickly across social channels. All this has the potential to harm your brand reputation.
Unlike routine issues, a social media crisis disrupts regular engagement or even production. That’s why you need to activate a specialized crisis response team to manage the fallout strategically.
Types of social media crises can vary widely, each with unique implications for a brand.
Here are several examples you can take delight in note of:
1. Product or Service Failures
KFC faced a logistical nightmare when they ran out of chicken in the UK due to supply chain issues. As you can imagine, this sparked widespread customer dissatisfaction.
Their humorous and transparent communication helped mitigate the potential backlash.
2. Public Relations Missteps
Dove faced severe criticism for an advertisement perceived as racially insensitive because a dark-skinned woman undressed to reveal a white-skinned female.
The situation escalated due to an inadequate initial response from Dove. They basically offered the “I’m sorry if this offends you” equivalent by saying they “missed the mark.”
Lesson learned: Crisis communication demands genuine apologies, empathy, and quick, thoughtful reactions.
3. Celebrity Endorsements Gone Wrong
Cosmopolitan Philippines faced backlash after photoshopping the images of celebrities Lili Reinhart and Camila Mendes.
This did not sit well with the public and the celebrities themselves, sparking discussions about body image and brand responsibility.
In fact, Lili Reinhart herself posted the original and photoshopped photos side-by-side, denouncing Cosmopolitan for the edits they did.
So, instead of gaining this celebrity and her followers’ support, Cosmopolitan got their disdain.
Lesson learned: Always have an influencer contract. Negotiate the exact extent to which you’ll use/ edit their content assets and include confidentiality clauses, too. Grab our free influencer contract template to avoid these issues.
Pre-Crisis Preparation
To prevent potential crises, you must build a robust social media policy and implement strategic measures.
First, you need to set up clear social media policies. This means having specific guidelines for what can be posted, how to communicate effectively, and when to delegate issues to the crisis management team. Document everything. Studies show that companies that document their social media strategy are 414% more likely to report success.
Training your team is another huge part of crisis prevention. Make sure your social media team—and honestly, all employees—get regular training on how to use social channels and handle internal communication. You want them to know how to spot potential problems early on. If your team is well-prepared, they can handle issues faster and more effectively.
It’s also crucial to limit access to social media tools. Not everyone needs the keys to the kingdom. Only trained, authorized people should be managing official accounts to avoid any risky, unapproved posts. A recent study showed that 79% of organizations experienced social media-related security incidents due to improper account access.
Pro tip: To manage access more securely, consider using a platform like Sprout Social. It has great access controls to keep things tight and allows you to monitor everything from one place. Another option worth mentioning is Hootsuite, which also offers similar secure features for social media management.
Make sure you’re implementing social listening tools. Platforms like Brandwatch or Mention can alert you when an issue is starting to bubble up. Social listening is key because it lets you catch small issues before they grow into major problems. In fact, companies using social listening tools effectively can reduce crisis response time by 70%.
And don’t forget to keep your crisis management plans fresh. It’s important to regularly update your crisis scenarios and response strategies based on current risks and team feedback. The PRSA (Public Relations Society of America) suggests rehearsing your crisis plans every six months to ensure your team is always prepared.
Pro tip: Run these “fire drills” with your social media team. Simulate real crisis scenarios where team members must respond under pressure. This exercise reveals gaps in your crisis response plan and prepares your team to act fast and effectively if a real crisis hits. Practice is your best safeguard.
Components of a Social Media Crisis Management Plan
A well-structured social media crisis management plan is built from several key components, each designed to ensure your team is prepared to respond effectively.
Below, we'll break down these components with examples, tools, and additional data that can help you create a solid plan.
Risk Analysis
Risk analysis involves assessing potential threats by analyzing past social media crises within your industry.
To get started, gather data on previous incidents and use tools like BuzzSumo to track which content sparked negative sentiment.
The problem is that 69% of businesses experience at least one social media crisis every five years.
So, you might be next.
That’s why you should understand common triggers—such as customer complaints, product issues, or employee misconduct. The point is to identify vulnerabilities your brand may face.
We also advise you to use platforms like Sprinklr to assess industry trends and pinpoint common crisis triggers more efficiently.
Internal Communication Strategies
Effective crisis management requires strong internal communication protocols. To streamline communication, develop a crisis alert process, ideally using a dedicated channel like Slack or Microsoft Teams.
For instance, you can create a specific Slack channel named "#crisis-alerts" for real-time updates and team coordination. Research shows that companies with established crisis communication protocols recover 75% faster than those without.
Remember: Make sure everyone knows their roles and responsibilities so there are no delays in response time.
External Communication Strategies
Having predefined templates and key messages is essential for consistent and swift communication during a crisis.
Tools like Canva can be used to create visually appealing, branded templates for public statements, while Grammarly helps ensure the language remains clear and professional.
These templates should cover various scenarios, such as product recalls, service outages, or PR blunders. Research suggests that 69% of consumers expect brands to respond within 24 hours during a crisis.
In the words of Leonard Saffir, Public relations executive:
“In crisis management, be quick with the facts and slow with the blame.” (Leonard Saffir)
Pro tip: Be sure to tailor these messages to specific social media platforms like Twitter, Facebook, or LinkedIn, to keep communication relevant.
Resources and Training
Regular training sessions are crucial to familiarize your team with the crisis management plan. Include simulations of potential crises to enhance readiness—think of it like a fire drill but for social media.
We recommend platforms such as Everbridge because they can facilitate these simulations quite well.
You need this kind of training because it improves response times and builds confidence within the team.
Crisis Communication Team Setup
To handle a social media crisis effectively, establish a dedicated crisis communication team with clearly defined roles:
- Team leader: This person oversees the entire crisis response, making sure that the strategy aligns with overall business objectives. Unfortunately, only 10% of respondents appoint a Chief Resilience Officer, and 31% admit that building this kind of team is a major hurdle for them.
- Coordinators: Coordinators are responsible for real-time monitoring and leveraging social listening tools like Mention or Brandwatch to detect potential crises early. They track sentiment and keep everyone updated on any changes.
- Spokespersons: These individuals are trained to handle external communications. Whether engaging with the media or responding directly to consumers, spokespeople ensure that the brand’s message remains consistent and clear. Using tools like PressPage, spokespeople can distribute press releases efficiently.
Insider tip: Influencers can help you manage a PR crisis effectively by leveraging their credibility and audience trust to reshape the narrative positively. Our agency recommends carefully selecting influencers who align with your brand values and can communicate sincerely during a crisis.
For instance, during the Zika outbreak, influencers played a crucial role in disseminating accurate information and calming public fears. This effectively mitigated the crisis impact by fostering informed community responses.
Crisis Detection and Initial Response
Detecting a crisis early requires robust social listening and real-time monitoring tools.
Key techniques include:
- Keyword monitoring: Track terms related to your brand, products, and industry. Tools like Sprout Social allow you to monitor keywords that signal a potential crisis, such as “complaint,” “scam,” or specific product names in negative contexts. Set up alerts to notify your crisis response team of unusual activity. This enables a quick response to prevent a full-blown crisis.
- Sentiment analysis: Use analysis tools to assess shifts in public sentiment. A sudden spike in negative sentiment indicates a brewing issue that may require immediate intervention. Volume spikes in mentions, particularly with negative feedback, can indicate an emerging issue.
- Monitoring influencers and industry channels: Watch influencers and media channels for emerging issues. A critical post from an influential user can escalate quickly; early detection can help manage it before it spreads.
Pro tip: Utilize inBeat.co’s influencer marketing tools to monitor your metrics and see if there’s any drop in CPAs, ROI, or other essential metrics. These metrics can signal potential issues, so you should integrate them into your crisis detection strategy.
Remember: When a crisis hits, quick actions can prevent further damage.
Here’s a precise breakdown of the first response steps:
- Pause all scheduled content: The first move should be halting any scheduled posts across all channels. This action prevents tone-deaf content from going live while a crisis unfolds. You need very solid control over messaging, especially in the first hours when tempers are high, and more misunderstandings can impact your brand.
- Assess the scope and impact: Evaluate the severity of the crisis quickly but accurately. Understand whether this is an isolated issue or one that may spiral into brand perception risks. Review real-time metrics and use sentiment analysis to gauge immediate reactions. That way, you’ll be able to prioritize responses faster.
- Identify key stakeholders: Pinpoint those directly impacted by the crisis, from affected customers to internal teams. Establish a clear contact line with each to maintain transparency and alignment.
- Outline immediate response actions: If the crisis warrants an apology or acknowledgment, draft initial communication that’s honest and responsive. Tailor this first message for the platform most impacted.
- Activate internal communication channels: Alert all relevant teams immediately, from PR to support. Define clear roles and expectations so each team knows its immediate next steps and maintains consistent messaging throughout.
Pro tip: Implement a “thirty-minute rule” for initial crisis assessment. As soon as you detect a potential issue, dedicate thirty minutes to a rapid scan across relevant social channels, keywords, and influencer responses. This short, focused check allows you to quickly assess urgency and determine if immediate action is needed.
Dove could have definitely used this in their crisis communication.
Had they read the social media comments about them, they could have prepared a better response.
Here’s what we would have advised them to write:
We sincerely apologize for the recent advertisement that has caused pain and offense.
We recognize that the imagery in our campaign was wrong and deeply insensitive. We take full responsibility for this mistake.
Our intention was to represent diversity and inclusivity, but we failed in delivering that message. We acknowledge the hurt it has caused, especially to communities of color.
We are committed to learning from this incident. Moving forward, we will be implementing immediate actions to prevent similar situations from occurring, including reviewing our internal processes and collaborating closely with diverse voices within our creative and leadership teams.
To our customers and community: We value your trust, and we know we must work to earn it back. We are listening, we are learning, and we are dedicated to doing better.
Actions we are taking:
- Immediately removing the advertisement from all platforms.
- Conducting a thorough review of our approval processes to ensure sensitivity and cultural awareness.
- Engaging external diversity consultants to guide us in our future campaigns.
We deeply appreciate your feedback and will continue to share our progress as we make these changes. Your voices are important to us, and we are committed to doing better.
#WeHearYou #CommitmentToChange
That brings us to the next point.
Communication During a Crisis
Effective communication during a crisis hinges on strategic channel selection and message tone.
So, leverage the appropriate social media platforms to reach your target audience effectively. This could range from LinkedIn for professional updates to Instagram for broader, visual messages.
You must also ensure your messages are straightforward and free of jargon.
Side note: In 2017, Equifax's data breach response was criticized for its convoluted communication, leading to public confusion and mistrust.
Still, your message tone should reflect empathy and responsibility without sacrificing your brand’s voice. Even humor used judiciously, can defuse tension, as demonstrated by KFC during their chicken shortage crisis.
You should also ensure quick and accurate updates during a crisis. This keeps your audience informed and engaged, helping to manage the narrative and maintain trust.
Remember: Transparency and promptness are paramount in crisis communication to maintain trust and control the narrative.
For example, during the 2011 incident where a FedEx employee was filmed mishandling a package, the company swiftly acknowledged the issue, issued a public apology, and outlined corrective measures, effectively mitigating potential reputational damage.
Here’s what FedEx senior vice president Matthew Thornton had to say:
"I am upset and embarrassed for our customer's poor experience. This goes directly against all FedEx values. It's just not who we are." (Matthew Thornton, FedEx VP)
Conversely, delayed or opaque responses can exacerbate the situation, leading to increased public scrutiny and loss of credibility.
We also advise you to monitor your audience’s responses actively and adjust your strategy accordingly. This includes addressing concerns raised by the audience and updating your approach in real time as the situation evolves.
Pro tip: In some cases, you can prepare a set of pre-approved messages for different crisis levels in advance. The point is to respond swiftly and appropriately, reducing the risk of hasty or ill-considered statements that could escalate the situation. Quick, considered communication fortifies your credibility during critical moments.
Post-Crisis Review and Adaptation
After the crisis has ended, your goal is to strengthen your organization's resilience and trustworthiness. Our agency’s experts always analyze the crisis management plan.
We also advise you to evaluate your response in detail to identify areas for improvement.
And, of course, learn from past incidents.
Take, for example, the 2018 Starbucks incident when two black men were arrested for trespassing despite them stating they were there for a business meeting.
Despite losing some of their profits, the company closed 8,000 stores for racial bias training.
You should also assess the effectiveness of communication channels, message clarity, and stakeholder engagement during the crisis.
In fact, we advise you to collect insights from employees, customers, and partners to understand diverse perspectives on your crisis handling.
Use this feedback to pinpoint improvement areas and update your crisis management plan.
Pro tip: Schedule a "hot wash" meeting within 24 hours after a crisis winds down.
This immediate review captures fresh insights from your team and stakeholders, ensuring critical details aren’t lost. Encourage honest feedback, focus on gaps, and set action items to update your crisis management plan without delay.
Social Media Crisis Case Studies and Examples
We’ve seen some examples of social media crisis management so far, but it’s worth getting into their nitty-gritty a bit more.
1. Burger King’s 2020 International Women's Day Campaign
On International Women's Day 2020, Burger King UK's tweet led with a controversial statement: "Women belong in the kitchen."
The intent was to highlight the gender disparity in the culinary industry and promote scholarships for female chefs.
However, taken out of context, the leading line caused a significant backlash, with many accusing the brand of being tone-deaf and insensitive.
Burger King initially defended the tweet, emphasizing the context and purpose of promoting women in professional kitchens. However, due to the escalating backlash, they later deleted the tweet and issued a direct apology for their poor choice of words.
The brand stated their intent more clearly and highlighted the scholarship program they aimed to support.
Our take: Their quick response to public sentiment—acknowledging the issue and removing the content—was a step in the right direction.
However, the initial choice to lead with a provocative headline without enough context demonstrated a lack of foresight about audience perception.
What we could have done better: We would have advised Burger King to conduct a pre-launch messaging assessment with focus groups, especially considering the sensitivity around gender issues.
Testing the campaign's impact on different audience segments could have prevented the backlash.
Furthermore, we would have encouraged them to lead with the positive aspect of their campaign (i.e., promoting gender equality) while integrating the provocative line as part of a broader narrative.
Crisis simulations could have also helped predict possible reactions, thus equipping the brand with pre-planned responses.
2. United Airlines’ Passenger Removal Incident (2017)
In 2017, a video of a passenger being forcibly removed from an overbooked United Airlines flight went viral, sparking outrage.
The footage showed a passenger being dragged off the plane, leading to immediate backlash against United's treatment of its customers.
United Airlines initially issued a statement that seemed to justify their actions, referring to the passenger as "disruptive." This response only fueled the anger, making the brand appear indifferent.
Subsequently, United's CEO, Oscar Munoz, released a second, more empathetic apology, taking full responsibility and committing to a review of policies regarding overbooking and passenger removal.
“This is an upsetting event to all of us here at United. I apologize for having to re-accommodate these customers. Our team is moving with a sense of urgency to work with the authorities and conduct our own detailed review of what happened. We are also reaching out to this passenger to talk directly to him and further address and resolve this situation.” (Oscar Munoz)
Our take: The initial response failed to recognize the gravity of the situation, escalating public frustration. However, the second apology was better received because it was more human and conveyed genuine regret.
Even so, the fact that Mr. Munoz kept using the word “re-accommodate” was problematic. However, following up with some policy changes showed that the company took concrete action to prevent a recurrence.
What we could have done better: From the outset, we would have emphasized the need for an immediate, empathetic response that addressed customer concerns directly and avoided corporate jargon.
Quick acknowledgment of wrongdoing, paired with a transparent explanation of the steps they intended to take to rectify the situation, could have mitigated the fallout.
Additionally, proactive communication across all media channels and engagement with key industry voices would have helped manage the narrative more effectively.
As an agency, our focus would be on anticipating public reactions, humanizing brand responses, and ensuring that every message aligns with the values that audiences hold dear.
Streamline Social Media Crisis Management with Our Experts
Effective social media crisis management requires preparedness and adaptability.
A flexible yet well-thought plan enables your brand to respond swiftly and maintain control during challenging times.
The ability to act quickly, communicate clearly, and learn from each crisis fortifies your reputation and builds long-term trust with your audience.
Partner with inBeat Agency to enhance your readiness and response capabilities.
We specialize not only in preventing social media crises but also in expertly managing them when they occur.
Book a call with us today and ensure your brand is equipped to handle any challenge that comes its way.
Frequently Asked Questions
What is social media crisis management?
Social media crisis management is the structured response to situations that harm a brand’s reputation on social media. It involves using a crisis plan with social listening tools, quick internal communication, and timely responses to control the narrative and maintain trust.
What are the 5 C's of crisis management?
The 5 C’s are Control, Communication, Clarity, Consistency, and Compassion. Each supports effective crisis handling by focusing on clear, consistent, and compassionate messaging to manage and resolve issues.
How to manage a media crisis?
To manage a media crisis, pause scheduled posts, assess the situation, and activate your crisis team. Respond with clarity and empathy, use social listening to monitor reactions, and adjust your strategy based on feedback.
How to handle a PR crisis on social media?
For a PR crisis, stop all posts, analyze the situation, and respond quickly on affected social channels. Monitor real-time feedback and update your audience with honest, solution-focused communication.
What are the 4 P's of crisis management?
The 4 P’s are Prevention, Preparation, Performance, and Post-Event Review. Each phase supports proactive risk reduction, plan execution, and post-crisis improvements.
What are the 4 R's of crisis management?
The 4 R’s are Reduction, Readiness, Response, and Recovery. They guide crisis preparation, swift action, and post-crisis trust rebuilding.
