Social media crisis management is critical for every social media and communications professional.<\/p>\n
Why? Because when your brand is in the middle of a crisis, every TikTok, Reel, or Tweet you post can either protect your brand\u2019s safety or turn a one-time incident into a long-term loss of brand trust.<\/p>\n
In this guide, we\u2019ll show you how to manage a social media crisis, from social listening to post-crisis communication and everything in between. Plus, we spoke to Emily Flathers<\/a>, Senior Marketing Manager at Alfred Coffee<\/a>, to give some tried-and-true tips on how to navigate even the most treacherous social media territory.<\/p>\n Social media crisis management is a strategy used to mitigate damage from a negative message shared widely about a brand on social networks.<\/p>\n Think about a public explanation or apology posted by a CEO when someone surfaces a problem. That action is part of the brand\u2019s social media crisis strategy.<\/p>\n Source: <\/em>Kris Rasmussen<\/em><\/a><\/p>\n The role of social media in crisis management goes far beyond publishing a heartfelt \u201cwe\u2019re sorry\u201d Reel. It includes creating a comprehensive response plan, social listening for early crisis identification, and all the steps during and after to mitigate online hostility that threatens a brand\u2019s safety<\/a>.<\/p>\n Keep in mind that social media crisis management differs from social media crisis communication<\/a>. The latter concerns how your brand responds to a crisis outside your control, like a hurricane or a global pandemic.<\/p>\n A social media crisis occurs when there\u2019s a significant negative shift in the online conversation about your brand. This is more than just the odd rude comment or a complaint from a customer\u2014it\u2019s a flurry of negative responses or, worse, calls for a boycott.<\/p>\n A social media crisis can be sparked by something your team posts online or an offline event that gets shared across a large audience on social platforms.<\/p>\n Here are some online and offline events that qualify as social media crises:<\/p>\n More broadly, any action that has sparked anger, disappointment, or distrust and is shared on social media is, or has the potential to become, a social media crisis.<\/p>\n For example, retailer Marks & Spencer was forced to explain an image it shared online. Many followers felt the red, green, and silver hats burning in a fireplace represented the Palestinian flag<\/a>.<\/p>\n Source: Marks & Spencer<\/a><\/em><\/p>\n No two social media crises will look the same<\/strong>. And you\u2019ll rarely be able to predict when a wave of negative sentiment is about to crash your social media channels.<\/p>\n A well-documented, flexible social media crisis plan will put you in the driver\u2019s seat when it\u2019s time to respond.<\/p>\n Before committing to any public or internal communication, take a beat to define the origin, scope, and underlying emotion behind the crisis.<\/p>\n Start by documenting the details of the event. This will help you visualize everything that\u2019s happened and give your team a point of reference. Think like a reporter and answer the five W\u2019s<\/strong>:<\/p>\n Chipotle recently had to review the details of an uproar from social media users who said the chain had cut portion sizes in some of its popular dishes. Chipotle\u2019s CEO then presented a statement via video, which was shared on TikTok.<\/p>\n Source: <\/em>Fortune<\/em><\/a><\/p>\n With the five Ws answered, the next task is to check the activity and sentiment of your brand mentions on social media.<\/p>\n Thanks to Talkwalker by Hootsuite, you\u2019ll have access to social listening<\/a> and analytics on your Hootsuite dashboard.<\/p>\n Monitor for brand mentions<\/a> outside of social media as well. Search for your business name and keywords relating to the event. And set up Google Alerts with those same queries.<\/p>\n Pro tip:<\/strong> Don\u2019t forget to keep an eye out for misinformation so you can address it directly.<\/p>\n Finally, and most importantly, listen to your audience<\/strong>. Read and watch the posts and comments. Look for the negative comments and<\/em> those defending you (they could help shape your response). And use the common threads and emotions to help guide your response.<\/p>\n The last thing you want during any crisis is a misalignment amongst the team tasked with handling it. Establish necessary roles in the response and assign them to team members so everyone knows their function<\/strong>.<\/p>\n The scope and impact document will help dictate who should be involved in your effective social media crisis management plan. These are some of the roles to consider:<\/p>\n You\u2019ll also need to confirm the method and technology you\u2019ll use to communicate. This is where your Hootsuite team access settings and approval flows come in. Set permissions for each crisis team member so the right people have access to post, reply, and approve a message.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n Bonus:<\/strong> Read the step-by-step social media strategy guide<\/span><\/span>\u00a0<\/span>with pro tips on how to grow your social media presence.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Now that your team is in place, it\u2019s time to craft your response strategy. Kudos if you\u2019ve included crisis management verbiage in your social media guidelines<\/a>. This will form the foundation of your strategy and speed you along to the next steps.<\/p>\n Here\u2019s what your response strategy should cover:<\/p>\n As a social media manager, your chosen channel affects the message you send. This is exponentially more true when dealing with a crisis. Pick the platforms that will appropriatly reach your audience.<\/p>\n Google chose X (formerly Twitter) to let people know its AI image generator \u201cmissed the mark\u201d when it depicted people of color as early American colonists.<\/p>\n Source: <\/em>Google<\/em><\/a><\/p>\n Start by listing the channels that your audience spends time on. Then prioritize the ones that best match the message you\u2019ll share.<\/p>\n TikTok might not be the best place to address a dangerous product malfunction, while LinkedIn is a natural platform to share an apology to investors.<\/p>\n Even if you had an amazing post scheduled for World Donut Day, it won\u2019t hit quite right if you\u2019re in the thick of a social media crisis. It\u2019s time to put that great content on the back burner while you deal with the issue.<\/p>\n At best, an ill-timed scheduled post will make you look goofy. At worst, it could completely derail your ability to manage the risk<\/a>. After all, it\u2019s critical for all communication to be planned, consistent, and appropriate in tone<\/strong>. A post you scheduled in the before times is likely none of those things.<\/p>\n With a social media scheduler like Hootsuite, pausing your scheduled social media content<\/a> is as simple as clicking the pause symbol on your organization\u2019s profile and entering a reason for the suspension.<\/p>\n Two things will kill your chances of managing a crisis: an insincere response and no response at all.<\/strong> Your initial response should balance speed with careful consideration for the situation and the people involved.<\/p>\n The CEO of Kitebaby learned this lesson after a video went viral saying the company denied an employee\u2019s maternity leave request. The CEO, Ying Liu, posted an apology video which many viewers felt<\/a> was too scripted and insincere. Liu posted a follow-up video offering a more personalized apology for the incident.<\/p>\n Source: <\/em>recoveredmom1<\/em><\/a><\/p>\n This is where a two-stage response can be helpful. Stage one is acknowledgment. Let people know you\u2019re aware of the existence and gravity of the event, then provide a timeline for further action.<\/p>\n Here\u2019s a basic template you can tweak for your initial social media crisis response:<\/p>\n \u201cWe\u2019ve just learned of [the event]<\/strong> on [date and time]<\/strong>. We\u2019re keenly aware of the impact this may have on many of our valued customers and partners. We are reviewing all aspects of the event thoroughly so we can take meaningful steps to correct it. We\u2019ll share a course of action on all of our social channels within 24 hours.\u201d<\/p>\n Congratulations on promoting a response that was timely, empathetic, and specific! It\u2019s a big step to reclaiming the brand reputation<\/a> you\u2019ve earned.<\/p>\n But your initial messaging is just the beginning. You\u2019ve also got to work the front lines of this crisis.<\/p>\n That means tracking sentiment as it changes through social listening tools<\/a>. That way, you\u2019ll know immediately when the tone of people\u2019s conversations about your brand shifts, and you can tweak your message accordingly. <\/p>\n Luckily, every Hootsuite plan includes what you need to get started with social listening.<\/p>\n And as comments come in, use Hootsuite\u2019s Inbox<\/a> to collect, assign, and respond to them. That will make it easier to catch every comment and make sure the right team member is involved.<\/p>\n It\u2019ll be hard, but don\u2019t ignore the anger or disappointment. Engaging is key to showing that you care about the public\u2019s response and are hearing their concerns. Keep it short, and whatever you do, don\u2019t argue.<\/p>\n Instead of defending yourself or getting pulled into a long confrontation, take the high road and acknowledge concerns and frustrations<\/strong>. If someone demands more of your attention, try to move the conversation into private messaging, email, or a phone call.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Brand mentions, trending topics, and sentiment at your fingertips. Enhance your social strategy with the insights that matter.<\/span><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tStart free 30-day trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n Misinformation and rumors can spread just as easily inside your company as they can outside. And when there\u2019s silence from the top during a real time of crisis, the whispers tend to come fast and furious.<\/p>\n In other words: your crisis communication should include internal communication as well<\/strong>. This keeps everyone on the same page and alleviates tension and uncertainty.<\/p>\n Be clear about your intended actions, and make sure everyone in the organization knows exactly what they should (or should not) say about the crisis on social media. <\/p>\n Hootsuite Amplify<\/a> offers an easy way to distribute pre-approved company messaging to all employees that they can share on their own social accounts.<\/p>\n Though social media crises can be stressful, the experience can offer your organization some powerful lessons. Once you\u2019ve made it through the storm, debrief and examine just what happened<\/strong>.<\/p>\n It\u2019s a chance to reflect on how your brand got into trouble and what was successful (or not!) as you dealt with the fallout.<\/p>\n This is a good time to open up cross-function communication. Learn from your customer service team\u2019s experience. And show the important role of social media in crisis management with your leadership team.<\/p>\n Review your brand\u2019s recent social sentiment history (it\u2019s available through some Hootsuite plans). You can map the shifts in sentiment to the actions you took and use those results to update your crisis communication plan.<\/p>\n If you do find yourself in a crisis, it\u2019s good to know you\u2019re not the first. Take note of how these brands effectively used social media to soften the blow of a PR crisis.<\/p>\n Trying to shove a crisis under the rug might work, but most often, it\u2019ll make everything worse. Oatly, a Swedish maker of oat-based drinks, goes the opposite direction. It addresses negative feedback and PR crises head-on.<\/p>\n Here\u2019s a recent example where people called out the company for selling its oat residue to farmers as livestock feed.<\/p>\n Source: <\/em>Bullsi<\/em><\/a><\/p>\n The Oatly team replied quickly, comprehensively, and transparently. There\u2019s an open explanation of what they do with spent oat remnants, a link to learn more, and even a link to offer suggestions for future use.<\/p>\n Source: <\/em>Oatly<\/em><\/a><\/p>\n It\u2019s an impressive response, but just the beginning from the brand. In fact, it\u2019s created an entire website<\/a> dedicated to the biggest dustups they\u2019ve faced. There are lawsuits, social media storms, and global boycotts. In each case, Oatly clearly explains the events\u2019 origins and how they responded.<\/p>\n Source: <\/em>Oatly<\/em><\/a><\/p>\n Oatly\u2019s PR worked especially with Gen Z<\/a>, who repeatedly says they value transparency<\/a> over slick marketing. Younger consumers, and even social media influencers<\/a>, express their respect for a brand that\u2019s so willing to shine a light on its challenges.<\/p>\n Source: <\/em>redflowerfactory<\/em><\/a><\/p>\n If you want to turn lemons into lemonade, get in front of a social media crisis with fast, transparent messaging.<\/p>\n Influencer marketing<\/a> is a powerful strategy for a brand to connect with its audience authentically. Unfortunately, the influencer\u2019s message sometimes misses the mark, leaving the brand\u2019s damaged reputation as collateral damage.<\/p>\n That was the outcome when influencer Cecilee Max-Brown posted about her skincare routine. Max-Brown explains the importance of \u201cgetting it all out\u201d while using the brand\u2019s pour strip in the video.<\/p>\n She then says that includes getting out what\u2019s on your mind and describes her anxiety from a school shooting that happened at her college campus.<\/p>\n Followers were quick to point out the insensitivity of suggesting a simple pore strip could solve mental health struggles.<\/p>\n Source: capt_thomas1492<\/a><\/em><\/p>\n Max-Brown pulled the post within a day of posting it. But the internet doesn\u2019t forget, and the ad spread across social media quickly.<\/p>\n Biore could have taken the low road and thrown its influencer under the bus. Instead, it posted a public apology, taking full ownership of the misaligned message.<\/p>\n Source: Biore<\/a><\/em><\/p>\n Brands that attempt to support a cause can learn from Biore\u2019s social media crisis. It\u2019s perfectly acceptable, even preferred, for a brand to use its platform to spread awareness. But it needs to be done authentically, not as just another sales tool.<\/p>\n But if you do make a similar mistake, be like Biore and own it publicly and sincerely.<\/p>\n Celebrities are often the face of million-dollar brands, but they have teams of marketers and other professionals managing the business in the background. Occasionally, those teams make a decision that results in a crisis. And the celebrity has to decide how to address it.<\/p>\n Singer Luke Combs stepped up in a big way when he found himself in that position. A Florida woman, he found out, had been ordered by a federal court to pay the singer $250,000 as restitution for selling unlicensed drink tumblers with his name on it.<\/p>\n The woman had only learned of the judgment after returning home from a hospital stay while fighting congenital heart failure.<\/p>\n Combs didn\u2019t waste time addressing the issue. According to a video he posted on both TikTok<\/a> and Instagram<\/a>, he contacted his team and the woman within two hours of finding out about the case.<\/p>\nKey Takeaways<\/h3>\n
\n
What is social media crisis management?<\/span><\/h2>\n
![\"Figma](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-1.png?resize=591%2C391&ssl=1\"\/)
![\"Figma](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-1.png?resize=591%2C391&ssl=1\")
<\/figure>\nWhat qualifies as a social media crisis?<\/h3>\n
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![\"Marks](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-2.png?resize=576%2C784&ssl=1\"\/)
![\"Marks](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-2.png?resize=576%2C784&ssl=1\")
<\/figure>\nHow to manage a social media crisis in 9 steps<\/span><\/h2>\n
Step 1: Assess the crisis and impact<\/h3>\n
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![\"Chipotle](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-3-620x1127.jpg?resize=620%2C1127&ssl=1\"\/)
![\"Chipotle](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-3-620x1127.jpg?resize=620%2C1127&ssl=1\")
<\/figure>\n![\"Talkwalker](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-3-620x254.png?resize=620%2C254&ssl=1\"\/)
![\"Talkwalker](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-3-620x254.png?resize=620%2C254&ssl=1\")
<\/figure>\nStep 2: Create a crisis response team<\/h3>\n
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Step 3: Develop a response strategy<\/h3>\n
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Step 4: Choose the right channels for communication<\/h3>\n
![\"Google](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-5.png?resize=593%2C509&ssl=1\"\/)
![\"Google](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-5.png?resize=593%2C509&ssl=1\")
<\/figure>\nStep 5: Pause scheduled posts<\/h3>\n
Step 6: Communicate quickly and with empathy<\/h3>\n
![\"CEO](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-6-620x381.png?resize=620%2C381&ssl=1\"\/)
![\"CEO](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-6-620x381.png?resize=620%2C381&ssl=1\")
<\/figure>\nStep 7: Monitor and respond to audience feedback<\/h3>\n
![\"social](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/06\/Hootsuite-Listening-Quick-Search-Key-Metrics-620x435.png?resize=620%2C435&ssl=1\"\/)
![\"social](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/06\/Hootsuite-Listening-Quick-Search-Key-Metrics-620x435.png?resize=620%2C435&ssl=1\")
<\/figure>\n![\"hootsuite](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/NEW-Inbox-copy-1-620x401.png?resize=620%2C401&ssl=1\"\/)
![\"hootsuite](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/NEW-Inbox-copy-1-620x401.png?resize=620%2C401&ssl=1\")
<\/figure>\n![](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/Listening-Inpost-CTA.png.webp\"\/)
\n<\/picture>\n<\/noscript>\n\t\t\t\t\t\t\t\t<\/div>\n
\n\t\t\t\t\t\t\t\t\t\t#1 Easy Social Listening\t\t\t\t\t\t\t\t\t<\/span><\/p>\nStep 8. Keep your team in the loop<\/h3>\n
![\"Amplify](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/Amplify-Employee-dashboard-with-recommended-posts-620x386.png?resize=620%2C386&ssl=1\"\/)
![\"Amplify](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/Amplify-Employee-dashboard-with-recommended-posts-620x386.png?resize=620%2C386&ssl=1\")
<\/figure>\nStep 9: Evaluate and improve<\/h3>\n
3 effective social media crisis management examples<\/span><\/h2>\n
1. Be transparent like Oatly<\/h3>\n
![\"Oatly](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-8.png?resize=593%2C620&ssl=1\"\/)
![\"Oatly](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-8.png?resize=593%2C620&ssl=1\")
<\/figure>\n![\"Oatly](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-9.png?resize=600%2C637&ssl=1\"\/)
![\"Oatly](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-9.png?resize=600%2C637&ssl=1\")
<\/figure>\n![\"Oatly](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-10-620x316.png?resize=620%2C316&ssl=1\"\/)
![\"Oatly](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-10-620x316.png?resize=620%2C316&ssl=1\")
<\/figure>\n![\"Red](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-11-620x1065.jpg?resize=620%2C1065&ssl=1\"\/)
![\"Red](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-11-620x1065.jpg?resize=620%2C1065&ssl=1\")
<\/figure>\n2. Take ownership like Biore<\/h3>\n
![\"controversial](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-12.png?resize=589%2C781&ssl=1\"\/)
![\"controversial](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-12.png?resize=589%2C781&ssl=1\")
<\/figure>\n![\"Biore](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-13-620x849.jpg?resize=620%2C849&ssl=1\"\/)
![\"Biore](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-13-620x849.jpg?resize=620%2C849&ssl=1\")
<\/figure>\n3. Offer a resolution like Luke Combs<\/h3>\n
![\"Luke](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-14-620x552.png?resize=620%2C552&ssl=1\"\/)
![\"Luke](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/08\/social-media-crisis-management-14-620x552.png?resize=620%2C552&ssl=1\")
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