{"id":30627,"date":"2019-11-15T12:46:00","date_gmt":"2019-11-15T11:46:00","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=9605"},"modified":"2025-01-06T14:52:51","modified_gmt":"2025-01-06T14:52:51","slug":"social-media-crisis-management-plan","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/social-media-crisis-management-plan\/","title":{"rendered":"Build Your Social Media Crisis Management Plan in 10 Steps"},"content":{"rendered":"\n<p>A communications crisis can strike at any time. It could be a faulty product, a lousy campaign, or a slip of the tongue from someone higher up.<\/p>\n\n\n\n<p><strong><em>It doesn\u2019t matter the industry you\u2019re in, or how popular you\u2019ve been to this point. Sometimes, it just happens.<\/em><\/strong><\/p>\n\n\n\n<p>Whatever the case, you need to be prepared. If you\u2019re going to put out a fire, you need a good hose:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"460\" height=\"248\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/fresh-prince-crisis-management.gif\" alt=\"Get the tools to extinguish a social media crisis\" class=\"wp-image-9750 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 460px; --smush-placeholder-aspect-ratio: 460\/248;\" \/><\/figure>\n<\/div>\n\n\n<p>So we\u2019ve put together this 10-step crisis management guide to get you ready. Make sure you\u2019ve done everything you need to before disaster strikes.<\/p>\n\n\n\n<p><strong>What&#8217;s in this post:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#Before\">What you can do <em>before<\/em> disaster strikes<\/a><\/li>\n\n\n\n<li><a href=\"#During\">What to do during a social crisis<\/a><\/li>\n\n\n\n<li><a href=\"#After\">Steps you can take once the dust settles<\/a><\/li>\n\n\n\n<li><a href=\"#id=\">What to do if you&#8217;re in a crisis <strong style=\"color: #1799dd;\">right now<\/strong>!<\/a><\/li>\n<\/ul>\n\n\n\n<p>We\u2019ve also put these steps into a crisis management workbook.<\/p>\n\n\n\n<p><strong>Download and share this with your team, to be sure you\u2019re ready to respond effectively.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Before the event<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Get your crew together<\/h3>\n\n\n\n<p>While every staff member is important, they can\u2019t all be part of your <a href=\"\/en?page_id=62291\">crisis management<\/a> team.<\/p>\n\n\n\n<p>Put together a group of responsible responders, each with their dedicated role.<\/p>\n\n\n\n<p>You need a good mix of <strong>executive personnel (to enforce decisions), management (to coordinate), and creatives (to craft the right message)<\/strong>.<\/p>\n\n\n\n<p>Oh, and a lawyer probably helps.<\/p>\n\n\n\n<p>As you build your team, answer the following questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who will take ownership for the overall strategy &#8211; assigning tasks and ensuring the team stays on target?<\/li>\n\n\n\n<li>Who is responsible for identifying and monitoring potential crises?<\/li>\n\n\n\n<li>Who\u2019s going to inform management and\/or key stakeholders?<\/li>\n\n\n\n<li>Who will manage social media and respond to questions?<\/li>\n\n\n\n<li>And who will be handling messages that come in through other channels?<\/li>\n\n\n\n<li>Which executive will act as a spokesperson for the media?<\/li>\n<\/ul>\n\n\n\n<p>Get these roles straightened out while you have time to plan.<\/p>\n\n\n\n<p>Next, it\u2019s time to think about what sorts of crisis you might possibly face.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Define \u201ca crisis\u201d<\/h3>\n\n\n\n<p><strong>You need to decide the kinds of events that will kick your new plan into action.<\/strong><\/p>\n\n\n\n<p>Not every piece of bad news or negative headline should force you to go \u201ccode red.\u201d<\/p>\n\n\n\n<p>For this, you\u2019ll need a working definition of a crisis.<\/p>\n\n\n\n<p>According to <a href=\"http:\/\/www.convinceandconvert.com\/social-media-strategy\/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis\/\" rel=\"noopener noreferrer nofollow\">Jay Baer<\/a>, a social media crisis has three characteristics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Information asymmetry<\/strong>: When you don\u2019t know any more than the public about what\u2019s going on.<\/li>\n\n\n\n<li><strong>A change from the norm<\/strong>: Everyday criticism of your products is not a crisis. When your products&nbsp;<a href=\"https:\/\/www.theverge.com\/2016\/9\/2\/12767670\/samsung-galaxy-note-7-recall-fire-risk\" rel=\"noopener noreferrer nofollow\">explode at random<\/a> &#8211; that\u2019s a crisis.<\/li>\n\n\n\n<li><strong>Serious risk to your company<\/strong>: It seems obvious, but the scope of the issue is important. For something to be a crisis, it needs to have a truly negative effect.<\/li>\n<\/ul>\n\n\n\n<p>With your new team, set benchmarks and find real examples of what qualifies as a crisis.<\/p>\n\n\n\n<p>An added benefit of this is that you\u2019ll identify potential weaknesses you otherwise might not have thought about.<\/p>\n\n\n\n<p>Since every company is different, it\u2019s a matter of creating a definition that works for you.<\/p>\n\n\n\n<p>Once you\u2019ve done that, you can begin thinking about key steps to take during an event.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Identify your key message<\/h3>\n\n\n\n<p><strong>How you react publicly during a crisis is likely to define your success.<\/strong><\/p>\n\n\n\n<p>You could have a great plan and a smart team, but if the message is wrong you\u2019ve got no chance.<\/p>\n\n\n\n<p>You can\u2019t plan your specific response yet since you don\u2019t know what the crisis is. Instead, <strong>establish your core values as a company, and your main value proposition to customers<\/strong>.<\/p>\n\n\n\n<p>Whatever your response during the tough times, these should be central.<\/p>\n\n\n\n<p><strong>Why is this important?<br>\n<\/strong><br>\nThings will be moving at a mile a minute. Despite your best intentions, you can\u2019t monitor everything every spokesperson or social media manager says and posts.<\/p>\n\n\n\n<p>What you <em>can<\/em> ensure is that they convey the most important information.<\/p>\n\n\n\n<p>If you remind customers why they came to you in the first place, you have a far better chance of keeping them around.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span id=\"hs-cta-wrapper-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\" class=\"hs-cta-node hs-cta-b2dd580e-767c-4a68-b224-cc4ea07f0cf6\"><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'b2dd580e-767c-4a68-b224-cc4ea07f0cf6', {}); <\/script><\/span>4. Create communication guidelines<\/h3>\n\n\n\n<p><strong>Once you\u2019re clear on the basic message, you need to decide how to deliver it.<\/strong><\/p>\n\n\n\n<p>That means creating guidelines so that anyone writing a social media post knows what\u2019s expected of them.<\/p>\n\n\n\n<p>To get ready for a crisis, do the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Determine rules for communicating with key stakeholders and executives.<\/li>\n\n\n\n<li>Set network-specific guidelines for communicating on social media (since you\u2019ll have different content and format considerations for each).<\/li>\n\n\n\n<li>Decide on a process for communicating updates via your website and other online company channels not covered by social media.<\/li>\n\n\n\n<li>Create guidelines for employees outside of the crisis communications team advising how to respond to inquiries.<\/li>\n<\/ul>\n\n\n\n<p>To ensure you\u2019re even more prepared, craft&nbsp;some basic templates.<\/p>\n\n\n\n<p>The first of these should be a brief, general statement of the company\u2019s position.<\/p>\n\n\n\n<p>You also need sample answers to the obvious questions you know you\u2019ll receive.<\/p>\n\n\n\n<p>This is your best opportunity to set the tone you\u2019ll use as a company. There may be even room for jokes and light-hearted apologies, as long as they suit your usual social media style.<\/p>\n\n\n\n<p>By preparing these now, you\u2019re more likely to be effective when a crisis breaks, rather than making the situation worse.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Monitor for updates<\/h3>\n\n\n\n<p>Or in Jay Baer\u2019s words, <a href=\"http:\/\/www.convinceandconvert.com\/social-media-strategy\/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis\/\" rel=\"noopener noreferrer nofollow\">\"<em>buy some binoculars<\/em>\"<\/a>.&nbsp;<strong>Get a monitoring tool that\u2019ll help you figure out what\u2019s being said about you, and where.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"654\" height=\"436\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama.jpg\" alt=\"Build a crisis management plan\" class=\"wp-image-9768 lazyload\" data-srcset=\"https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama.jpg 654w, https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama-300x200.jpg 300w, https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama-450x300.jpg 450w, https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama-187x125.jpg 187w, https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama-24x16.jpg 24w, https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama-36x24.jpg 36w, https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/crisis-management-plan-obama-48x32.jpg 48w\" data-sizes=\"(max-width: 654px) 100vw, 654px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 654px; --smush-placeholder-aspect-ratio: 654\/436;\" \/><\/figure>\n<\/div>\n\n\n<p>[Tweet \"If you want to monitor a social media crisis, \"buy some binoculars.\" - @JayBaer\"]<\/p>\n\n\n\n<p>If you\u2019re trying to see everything happening on social media without <a href=\"\/en?page_id=22972\" target=\"_blank\" rel=\"noreferrer noopener\">a listening tool<\/a>, good luck.<\/p>\n\n\n\n<p><strong>You\u2019re going to need something that gives you real-time updates and lets you analyze large amounts of data to draw conclusions<\/strong>.<\/p>\n\n\n\n<p>Naturally, we suggest <em>Mention<\/em>.<\/p>\n\n\n\n<p>It lets you track social media, forums, blogs, and news, and respond to social media posts directly from the app.<\/p>\n\n\n\n<p>Plus, Mention will tip you off if a serious crisis is about to hit. Pulse alerts tell you when your keywords explode online, meaning that everybody is talking about your brand.<\/p>\n\n\n\n<p>You\u2019ll be notified first, so you\u2019re able to respond quickly.<\/p>\n\n\n\n<p>Whether or not you use Mention, you need to be clear on three matters:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What tool(s) will you use to monitor for brand crises?<\/li>\n\n\n\n<li>Who is responsible for the management of the tool?<\/li>\n\n\n\n<li>What is the ongoing process for crisis monitoring?<\/li>\n<\/ul>\n\n\n\n<p>Get these straightened out before a problem strikes, and you\u2019ll have a far easier time when you\u2019re caught off-guard.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"During\">During a crisis<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">6. Get it under control<\/h3>\n\n\n\n<p>We\u2019ve put together a checklist that\u2019ll help you right the ship. It\u2019s a step-by-step guide to use when the going gets tough.<\/p>\n\n\n\n<p>For full instructions, <a href=\"\">you need the checklist<\/a>. For now, let\u2019s take a look at the highlights:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Pause your scheduled posts<\/strong><\/h4>\n\n\n\n<p>With a mad panic breaking out around you, it\u2019s easy to forget that you\u2019ve got a full social queue.<\/p>\n\n\n\n<p>As <a href=\"https:\/\/www.agorapulse.com\/blog\/social-media-crisis-management\" rel=\"noopener noreferrer nofollow\">Charli Day<\/a> explains, you can\u2019t afford to accidentally post \"<em>Happy #ThrowbackThursday \u2014 Have a beautiful day\"<\/em>&nbsp;when your product has just caused a serious injury or death.\u201d<\/p>\n\n\n\n<p>That\u2019s a pretty extreme example, but still a great point.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Publicly acknowledge what\u2019s going on<\/strong><\/h4>\n\n\n\n<p>You\u2019re not going to be able to hide for long - especially on social media.<\/p>\n\n\n\n<p>Your best bet is to make clear that you know there\u2019s a problem, and you\u2019re working to fix it. You\u2019ll still get some angry responses, but it should buy you some time.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Inform your team<\/strong><\/h4>\n\n\n\n<p>You didn\u2019t put a crack squad together for nothing. Contact them quickly and send them to work.<\/p>\n\n\n\n<p>If you respond quickly enough, you may be able to lessen the harm overall.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Post a long-form response on your website<\/strong><\/h4>\n\n\n\n<p>You\u2019ll be sending plenty of small, individualized social media responses.<\/p>\n\n\n\n<p>But you also need one official place where reporters and blog writers can find your side of the story.<\/p>\n\n\n\n<p><strong>Posting this response will also buy you time.<\/strong><\/p>\n\n\n\n<p>When people want answers fast, you\u2019ll have a place to send them while you work on more important matters.<\/p>\n\n\n\n<p>One final piece of advice: \u201c<a href=\"http:\/\/www.forbes.com\/sites\/ekaterinawalter\/2013\/11\/12\/10-tips-for-reputation-and-crisis-management-in-the-digital-world\/#794f84272507\" rel=\"noopener noreferrer nofollow\">do not lose your cool. Ever<\/a>.\u201d<\/p>\n\n\n\n<p>Once the dust settles, it\u2019s time to figure out what went wrong.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"After\">After a social media crisis<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">7. Assess brand impact<\/h3>\n\n\n\n<p><strong>This is where your monitoring tool comes in handy again.<\/strong><\/p>\n\n\n\n<p>You should have data showing what a normal business week looks like, to compare with your \u201c<em>crisis week<\/em>\u201d. You\u2019ll quickly know just how bad things became.<\/p>\n\n\n\n<p>From a social media perspective, <strong>focus on factors like lost followers, specific complaints, and the amount of negative sentiment around your brand<\/strong>.<\/p>\n\n\n\n<p>You\u2019ll also be able to see where your response was most effective.<\/p>\n\n\n\n<p>You may have spent countless hours scouring Twitter and responding to individuals, and yet one Facebook post reached more people and was widely shared.<\/p>\n\n\n\n<p>These kinds of insights help you understand how badly your reputation was hit, and you\u2019ll be able to plan better for the future.<\/p>\n\n\n\n<p>The key questions for this section of your plan are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What will your KPIs for successful crisis management be?<\/li>\n\n\n\n<li>How will you measure the <a href=\"https:\/\/mention.com\/en\/blog\/bad-reviews\/\" target=\"_blank\" rel=\"noopener noreferrer\">negative conversations<\/a> generated?<\/li>\n\n\n\n<li>How will you measure the impact on overall brand sentiment?<\/li>\n\n\n\n<li>How will you measure the overall brand impact of this over time?<\/li>\n<\/ul>\n\n\n\n<p>Make sure you have a monitoring tool that lets you do all of this, and anything else you choose to include in your plan.<\/p>\n\n\n\n<p><strong>You also need to collect data <em>before<\/em> a crisis arises, to benchmark against<\/strong>. If you know what a \u201c<em>normal<\/em>\u201d week looks like, you\u2019ll be able to accurately assess the bad times.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Reflect on your response<\/h3>\n\n\n\n<p><strong>Once it looks like you\u2019re out of the woods, it\u2019s important to take stock of your response<\/strong>.<\/p>\n\n\n\n<p>Hopefully, you had a great plan in place, and everyone knew exactly what was required of them.<\/p>\n\n\n\n<p>As part of your plan, <strong>make time to regroup after the event, and discuss how it went<\/strong>. Key questions to work through include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What were the strongest aspects of your brand\u2019s crisis plan?<\/li>\n\n\n\n<li>Where was the existing strategy unhelpful or less impactful?<\/li>\n\n\n\n<li>Are there any processes or templates that need to be revised?<\/li>\n\n\n\n<li>Do you need to create any new systems or guidelines?<\/li>\n<\/ul>\n\n\n\n<p>Discuss the different experiences of management, administrative, and customer support staff.<\/p>\n\n\n\n<p>Did everyone feel ready to respond, and what other resources would have helped when things got hectic?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. Prepare for the long-term<\/h3>\n\n\n\n<p>Unfortunately, negative news and complaints can linger far longer than a week or two.<\/p>\n\n\n\n<p>You need to decide what your response will look like moving forward.<\/p>\n\n\n\n<p>It might not be best to act like everything is now fixed. Instead, you may want to be proactive, offering updates and solutions to help customers get through a tough time.<\/p>\n\n\n\n<p>These are the big questions to ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How will you manage or participate in the long-term conversation about this event?<\/li>\n\n\n\n<li>Do you need to provide continual updates long-term to any of your audiences?<\/li>\n<\/ul>\n\n\n\n<p><strong>Again, your monitoring tool will be invaluable here.<\/strong><\/p>\n\n\n\n<p>Not only will you hear if things quickly begin to spiral (again), but you\u2019ll be able to show sentiment improving over time, and find positive feedback to share with your community.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">10. Update your crisis management plan<\/h3>\n\n\n\n<p><strong>The last step is to revisit the first nine steps.<\/strong><\/p>\n\n\n\n<p>This may have been your first chance to test out your crisis management plan, so you need to figure out if it worked.<\/p>\n\n\n\n<p>Hopefully, you won\u2019t get another opportunity for some time, so this is the time to make changes.<\/p>\n\n\n\n<p>Move through each section of your plan and make any changes that need to be made. Make the necessary fixes to ensure your crisis management plan is as good as it needs to be.<\/p>\n\n\n\n<p><span id=\"hs-cta-wrapper-d75e0320-96a2-4e32-8867-d1606ce93096\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-d75e0320-96a2-4e32-8867-d1606ce93096\" class=\"hs-cta-node hs-cta-d75e0320-96a2-4e32-8867-d1606ce93096\"><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><script type=\"text\/javascript\"> hbspt.cta.load(1896803, 'd75e0320-96a2-4e32-8867-d1606ce93096', {}); <\/script><\/span>So those were our 10 steps to get you prepared.&nbsp;<strong>You're all set!<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2016\/12\/timpeake-astronaut-crisis-management-plan.jpg\" alt=\"timpeake-astronaut-crisis-management-plan\" class=\"wp-image-14155 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 620px; --smush-placeholder-aspect-ratio: 620\/350;\" \/><\/figure>\n<\/div>\n\n\n<p>But how do you respond if a crisis is already at your door?&nbsp;Our own Brittany Berger walks you through this difficult time:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Response\">What to do in the face of an ugly social media crisis<\/h2>\n\n\n\n<p>No brand wants to find themselves in a social media crisis, but every brand needs to be prepared for.<\/p>\n\n\n\n<p><strong>It\u2019s one of those \u201chope for the best, prepare for the worst\u201d things. Like insurance.<\/strong><\/p>\n\n\n\n<p>You can\u2019t let yourself and your communications team go in denial and pretend it could never happen.<\/p>\n\n\n\n<p>One viral, \u201cdidn\u2019t think it through\u201d tweet.<\/p>\n\n\n\n<p>One screenshotted SnapChat.<\/p>\n\n\n\n<p>One employee logging into the wrong account.<\/p>\n\n\n\n<p>That\u2019s all it takes to have a crisis on your hands, my friend. And if it happens, <a href=\"\" target=\"_blank\" rel=\"noreferrer noopener\">you need a game plan<\/a>, and you need one bad.<\/p>\n\n\n\n<p>And here\u2019s what it should include.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Determine whether or not it\u2019s a real social media crisis<\/h3>\n\n\n\n<p>First of all, is the situation <em>really<\/em>&nbsp;a crisis? There\u2019s a big difference between a sticky situation and a full-blown disaster.<\/p>\n\n\n\n<p>Sure, both are bad, but there\u2019s a big difference that dictates how your brand needs to react.<\/p>\n\n\n\n<p>So you obviously want to make sure the crisis is real and you\u2019re not overreacting. No one likes a drama queen.<\/p>\n\n\n\n<p>Ask yourself: will this have a real, lasting impact on our brand? Will it impact business results, or is it just talk?<\/p>\n\n\n\n<p>We\u2019ve all seen it: a Facebook friend getting totally outraged and going on a tirade about a brand for something that\u2019s not even a big deal.<\/p>\n\n\n\n<p><strong>And we all have that friend who <em>needs<\/em>&nbsp;a brand to be angry at in order to survive on social media<\/strong>. It\u2019s who they are, and we love them anyway.<\/p>\n\n\n\n<p>With how easy it is for people to become keyboard warriors and how quickly something can go viral, not every sticky situation will have an impact.<\/p>\n\n\n\n<p>It\u2019s perfectly possible to just move on without going into full-on crisis mode.<\/p>\n\n\n\n<p>When things get more serious, however, is when a situation really will drive away customers and have other lasting impacts on your business, your employees, etc.<\/p>\n\n\n\n<p>Now, only your brand knows your customers well enough to determine that about a social media disaster.<\/p>\n\n\n\n<p>But when people start angry tweeting you on social media, take a look at who they are. Are they your customers, your audience?<\/p>\n\n\n\n<p>Basically, who cares?<\/p>\n\n\n\n<p>And I don\u2019t mean that like, \u201c<em>Ugh, who cares?<\/em>\u201d I actually want you to answer that.<\/p>\n\n\n\n<p>Are the people angry with your brand actually your target audience or an important audience to you, or are they people outside of your important markets?<\/p>\n\n\n\n<p>It\u2019s never nice to piss people off, but if they\u2019re not your audience or customers, it may not be a crisis.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Pause your scheduled posts<\/h3>\n\n\n\n<p><strong>If something is a crisis, the first thing you wanna do is go into \u201c<em>crisis control<\/em>\u201d mode.<\/strong><\/p>\n\n\n\n<p>That means not asking people to buy from you when the whole internet is mad at you. Timing is everything, after all.<\/p>\n\n\n\n<p>Press \u201c<em>pause<\/em>\u201d on any campaigns and content you\u2019d planned to put out on social media, and you may want to consider altering your schedule on other online channels, too.<\/p>\n\n\n\n<p>The benefit here is two-fold:<\/p>\n\n\n\n<p>First of all, as mentioned before, a crisis is not a great time to be marketing and selling.<\/p>\n\n\n\n<p><strong>People aren\u2019t happy with you, and people need to be happy to buy.<\/strong><\/p>\n\n\n\n<p>Secondly, this frees up your whole team to focus 100% on <a href=\"\" target=\"_blank\" rel=\"noreferrer noopener\">getting the crisis under control<\/a>.<\/p>\n\n\n\n<p>It should be your number one priority, not a marketing campaign that will fail if everyone hates you, anyway.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Publicly acknowledge what\u2019s going on<\/h3>\n\n\n\n<p><strong>Staying in contact with your audiences during a social media crisis is so, so important.<\/strong><\/p>\n\n\n\n<p>Beyond effectively communicating updates, you already need to comfort people by showing them you\u2019re there and you care.<\/p>\n\n\n\n<p>As soon as possible, acknowledge your brand\u2019s problem or crisis on social media.<\/p>\n\n\n\n<p>Even if you don\u2019t have a solution or real updates yet, put something out that tells your audience that you\u2019re aware of what\u2019s going on.<\/p>\n\n\n\n<p>This lets people know that you\u2019ve jumped on the issue quickly and care about solving it, as well as where to go for more updates.<\/p>\n\n\n\n<p>At this point, it doesn't need to be anything more than a short post on each important channel.<\/p>\n\n\n\n<p>You may want to consider reposting it a time or two within the same time frame to ensure your followers see it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Create a social crisis action plan<\/h3>\n\n\n\n<p>Once you\u2019ve checked in with your audience and let them know what\u2019s up, it\u2019s time to go into <em>problem-solving<\/em> mode.<\/p>\n\n\n\n<p>It\u2019s time to put your <a href=\"\/en?page_id=62291\">crisis communications<\/a> plan&nbsp;into action.<\/p>\n\n\n\n<p>Part of being prepared for a crisis means in addition to learning these 10 steps today, you\u2019re also starting to work on them.<\/p>\n\n\n\n<p>You need a crisis comms plan long before a crisis happens as it guides your team in responding.<\/p>\n\n\n\n<p>If you don\u2019t know where to start, our <a href=\"\" target=\"_blank\" rel=\"noreferrer noopener\">free crisis communication workbook<\/a>&nbsp;can help.<\/p>\n\n\n\n<p>Basically, you want to decide what steps your team will take during a crisis, which team members will perform each task, and how you\u2019ll communicate with each other and your public.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Inform your team<\/h3>\n\n\n\n<p>In addition to giving a heads up about the situation to your audience, <strong>you also absolutely have to consider any other stakeholders at the company.<\/strong><\/p>\n\n\n\n<p>Executive leadership obviously needs to know what\u2019s going on, as they do with anything big happening to the company.<\/p>\n\n\n\n<p>Additionally, they might have to field questions from people about it and should be primed with a response.<\/p>\n\n\n\n<p>Any support or customer-facing positions should be pulled into the loop as well.<\/p>\n\n\n\n<p>They may have customers and prospects coming to them with questions that they should feel confident in answering.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Work quickly but thoroughly<\/h3>\n\n\n\n<p>A social media crisis is not the time for perfectionism. <strong>You have a fire to put out, and the longer you wait, the more it will breathe and spread.<\/strong><\/p>\n\n\n\n<p>Your social media crisis communication plan should be lean and minimal. Once the crisis is over, you can focus on the lower priority parts of crisis management - now\u2019s the time for high, DEFCON 1-level to-dos.<\/p>\n\n\n\n<p>Work quickly by carefully and accurately. The last thing you need to do while dealing with one crisis is to start another crisis!<\/p>\n\n\n\n<p>I won\u2019t lie - this is tough. Toeing the line between \u201cfast but effective\u201d and \u201csloppy and confusing\u201d can be quite the balancing act.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Give your audience frequent updates<\/h3>\n\n\n\n<p><strong>It\u2019s so important to stay in close touch with your audience in the middle of a <a href=\"\/en?page_id=62291\">social crisis<\/a>.<\/strong><\/p>\n\n\n\n<p>For one, social media is real-time and your posts \u201cexpire\u201d quickly in terms of reach.<\/p>\n\n\n\n<p>Someone may not have seen your tweet from a few hours ago, but are online now.<\/p>\n\n\n\n<p><strong>But also, keeping them in the loop can help pacify anyone angry or upset.<\/strong><\/p>\n\n\n\n<p>Apologize continuously, let them know what steps you\u2019re taking to remedy the company\u2019s problem, and thank them for their patience.<\/p>\n\n\n\n<p>When you don\u2019t have any actual news to update them with, it\u2019s best to keep it short and sweet.<\/p>\n\n\n\n<p>If you are providing them with crucial news, it\u2019s best to communicate the essential or most important facts on social, and link to a web page with more information.<\/p>\n\n\n\n<p>When it comes to this, it\u2019s better to over-communicate than not share enough, and this lets you have a central location for the more detailed info.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Individually reply to concerned audience members<\/h3>\n\n\n\n<p>In addition to sending out blanket statements from your company to its whole audience, <strong>you\u2019ll also want to address anyone that reaches out directly on social media.<\/strong><\/p>\n\n\n\n<p>Obviously, don\u2019t waste your time engaging with trolls and such, but <a href=\"\" target=\"_blank\" rel=\"noreferrer noopener\">crisis management tools<\/a>&nbsp;can help you find people who are legitimately concerned, the customers whose relationships you\u2019re in danger of damaging.<\/p>\n\n\n\n<p>If it\u2019s a general angry or concerned tweet, let the user know they\u2019re heard and instruct them on how they can stay updated.<\/p>\n\n\n\n<p>If they address something specific, address that topic directly as best you can.<\/p>\n\n\n\n<p><strong>And if you can\u2019t answer the question, be honest, don\u2019t just try to sidestep it.<\/strong><\/p>\n\n\n\n<p>And for the love of social media, <strong>do NOT use automated or canned responses<\/strong> in a social media crisis.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. Post a long-form response on your website<\/h3>\n\n\n\n<p>Remember that central location I talked about previously? Let\u2019s talk about it a little more.<\/p>\n\n\n\n<p>You want one \u201chub\u201d that people can go to for information so that you don\u2019t have to only give updates 140 characters at a time.<\/p>\n\n\n\n<p>This can be a blog post that you update as you have more information or a static page.<\/p>\n\n\n\n<p>Add new updates and details as you have them, and it\u2019s a great timeline of the crisis and place to direct social media users to.<\/p>\n\n\n\n<p>You can even embed social media posts to let people see all channels in one spot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">10. Let the dust settle.<\/h2>\n\n\n\n<p><strong>Once you\u2019ve performed steps five through nine, it\u2019s kind of a matter of rinsing and repeating<\/strong>. You\u2019ll go through them with each update you communicate to your audience.<\/p>\n\n\n\n<p>Once they\u2019ve done their jobs, it\u2019s time to let the dust settle. Move on, but don\u2019t forget.<\/p>\n\n\n\n<p>You don\u2019t want to keep people\u2019s attention on the social media crisis any longer than it needs to be, but you also shouldn\u2019t avoid the topic if someone else brings it up.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">And you\u2019re done<\/h2>\n\n\n\n<p>You now have a crisis plan locked, loaded, and ready to test.<\/p>\n\n\n\n<p>Hopefully, you\u2019ll never need to use it. But this way you\u2019re prepared in case disaster strikes.<\/p>\n\n\n\n<p>If you want more information for each step of the way, <strong><a href=\"\">download our free workbook<\/a><\/strong>. It\u2019s a detailed walkthrough to help you ask and answer the right questions.<\/p>\n\n\n\n<p>With it, you\u2019ll be ready to deal with anything coming your way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A communications crisis can strike at any time. It could be a faulty product, a lousy campaign, or a slip of the tongue from someone higher up.<\/p>\n","protected":false},"author":7,"featured_media":29066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[348,319,328,339,342],"tags":[],"class_list":["post-30627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-listening","category-media-monitoring","category-social-media-marketing","category-community-management","category-crisis-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Build a Winning Social Media Crisis Management Plan<\/title>\n<meta name=\"description\" content=\"Build a comprehensive crisis management plan to help you during any social media crisis.\" \/>\n<meta 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