11 Ways to Manage Brand Crisis Communication On Social Media

When a brand crisis hits social media, the response can make or break public perception. We’ve gathered eleven insights from Presidents, CEOs, and Marketing Heads, focusing on the importance of monitoring channels and leveraging AI for real-time monitoring. Discover how top industry leaders tackle crisis communication with specific tips ranging from acting swiftly with transparency to establishing a rapid-response team.

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Monitor Channels and Plan for Crises

It’s important to make sure you’re constantly monitoring channels and have a strong crisis plan and team in place.

When one arises, respond quickly and honestly, be empathetic but not emotional, and follow established protocols and approval processes.

Remember: Not every negative comment on social media is a crisis. Know the difference and be measured in your approach.

Roberto Munoz, President, Munoz Communications

Act Swiftly with Transparency

As the founder of Muffetta Housekeeping, I understand that managing a brand’s reputation on social media can be challenging, especially during a crisis. One specific tip for effective crisis communication is to act swiftly and transparently.

Tip: Respond Promptly and Transparently

When a crisis hits, time is of the essence. Delays in communication can escalate the situation and cause further damage to your brand’s reputation. Here’s how to manage it effectively:

1. Acknowledge the Issue: As soon as you become aware of the crisis, acknowledge it publicly. Silence can be interpreted as indifference or, worse, guilt.

2. Provide Accurate Information: Ensure that the information you share is accurate and up-to-date. Misinformation can exacerbate the crisis.

3. Be Transparent: Communicate openly about what happened, what you are doing to address the situation, and the steps being taken to prevent a recurrence. This builds trust with your audience.

4. Engage with Your Audience: Monitor social media channels for feedback and respond to comments and questions. This shows that you care about your customers’ concerns and are committed to resolving the issue.

For example, if there’s a service disruption at our company, I would immediately inform our clients via our social media channels, explain the cause of the disruption, and outline the steps we are taking to resolve it. By being prompt and transparent, we can mitigate negative perceptions and maintain the trust of our valued clients.

Remember, in times of crisis, clear and honest communication is your best tool.

Muffetta Krueger, Entrepreneur and CEO, Muffetta’s Housekeeping, House Cleaning and Household Staffing Agency

Own the Narrative Proactively

A strategy that I’ve found highly effective in managing brand-crisis communication on social media is to “Own the Narrative.” Open up a communication channel immediately to acknowledge the issue directly and demonstrate empathy. When an issue arose at a company I was working with, instead of ignoring or spinning it, we posted a dedicated response on our social media platforms. 

We apologized for the mishap, transparently explained what happened without deflecting responsibility, and detailed the steps we were taking to rectify the situation, seeking feedback in the process. This approach helped turn a potentially damaging situation into a demonstration of our brand’s commitment to accountability and customer service, enhancing our reputation in the long run.

Proactive listening to social sentiments is another key element that can alert brands to potential crises before they magnify. Leveraging real-time monitoring tools, we manage to stay on top of any negativities around our brand and address them promptly before they spiral out of control.

Pavel Naydenov, Head of Marketing, Businessmap

Use Social Media Listening Tools

In every human relationship and communication, crises are one of those unavoidable situations that can, however, be managed. As a marketer, one specific technique I employ for managing brand crisis communication on social media is leveraging social media listening and monitoring tools.

While engaging with customers on social media remains one of the most effective means of gathering customer insights to guide product development and improvement, the truth is that crises are inevitable when it comes to social media engagements. However, in my experience, I have learned that when it comes to managing crisis communication on social media, an early response matters a lot.

Thanks to social media monitoring and listening, it is easier to identify warning signs and jump in with an immediate response to the situation. This way, it is easier to empathize with customers, validate their feelings, and prevent the crisis from escalating and becoming unmanageable.

Umeadi Grace Chisom, Marketing Manager, Expressdentist

Track Brand Mentions in Real Time

During a brand crisis on social media, it’s essential to monitor brand mentions closely to stay on top of the conversation. I focus on real-time tracking tools to identify and respond to emerging issues promptly. 

By acknowledging the problem transparently and offering timely updates, we can foster trust and mitigate negative sentiment. In my role, precision and speed are my guiding principles in maintaining our brand’s integrity and trustworthiness.

Ace Zhuo, Business Development Director (Sales and Marketing), Tech and Finance Expert, TradingFXVPS

Combine Monitoring with Genuine Responses

One specific technique I’ve found invaluable in managing brand crisis communication on social media is implementing real-time social media monitoring combined with prompt, genuine responses. For example, during a major service outage for one of our e-commerce clients, we monitored social sentiment and brand mentions using dedicated tools. By identifying and addressing customer concerns almost immediately, we not only mitigated negative sentiment but also turned potential detractors into loyal customers. This proactive approach resulted in a 20% increase in engagement rates within the first 24 hours.

Another effective strategy is to leverage user-generated content to shift the narrative. When a product recall led to a flood of negative reviews, we encouraged satisfied customers to share their positive experiences using a dedicated hashtag. By featuring these stories in our social media updates, we diluted the negative content and showcased the reliability of our brand through authentic testimonials. This campaign boosted positive sentiment by 25%, highlighting the community’s support and trust in the brand.

Additionally, transparency is crucial. During a hiccup with a client’s email campaign, where inaccurate discount codes were sent out, we immediately issued a clear, honest statement acknowledging the error. We followed up with regular updates on the corrective measures we were taking and provided additional discounts to affected customers. This approach not only restored trust but also increased customer loyalty. Feedback showed a 15% improvement in customer satisfaction within two weeks post-crisis.

Randy Speckman, CEO, Randy Speckman Design

Formulate Rapid Response Protocols

A particular aspect of brand crisis communication on social media is creating a crisis management team and an outline for a rapid response. Doing so can allow the brand to move through a crisis swiftly and with a bit more control over the narrative, limiting the potential impact.

At the top of the pyramid is the pre-set crisis management team, whose members are derived from the communications, public relations, legal, and senior management functions. This team should be prepared to deal with different crisis situations, and they also need to understand the brand voice and values. A solid protocol outlines the first set of actions that need to happen as soon as a crisis breaks out. This includes recognizing what the problem is, how bad it is, and what level of response is needed.

A key aspect of this protocol is the assignment of pre-approved templates and guidance for social media posts, which can be adapted on the go according to specific circumstances. Waste no time creating templates for a variety of situations with messaging that is in line with the brand values of openness, responsibility, and resolve. Swift and honest communication is imperative; the initial 24 hours are crucial in managing the story and quelling any erroneous information.

Staci Anderson, Director of Marketing, Raynor Garage Doors

Establish a Rapid-Response Team

A very useful response to manage those situations is creating a team dedicated to monitoring and engaging in “real time”—a “rapid-response team.”

The team, made up of spirited and trained communicators, should be able to think on their feet and be prompt and coherent social media responders. The main job of the rapid-response team is to stay on top of social media channels at all times, looking for any inkling of a crisis, and responding to inaccuracies with rapid, informed, and empathetic communication. For example, when a consumer electronics company launched a product recall, our high-velocity response team was able to tackle consumer inquiries head-on, dispel any misinformation, and provide clear guidance on what to do next. Quick, preemptive action prevented what could have been harmful to their brand.

One key thing about this kind of approach is pre-preparation. A library of pre-approved, adaptable response templates speeds up the response time by bypassing lengthy approval processes. Furthermore, defining communication procedures and mapping out roles plays a large part in helping every team member realize their roles, resulting in quicker and more streamlined responses. This not only saves the brand during a crisis but also shows that the brand is going the extra mile in transparency and looking after its customers.

Adam Bogle, Senior Marketing-Coordinator, Richards-Wilcox Canada

Engage Proactively with Strategic Data

In my experience at OneStop Northwest, handling a brand crisis on social media revolves around proactive engagement and strategic use of data. One specific tip I can offer is to create a dedicated “crisis response team” that is always on standby. This team should be responsible for monitoring your social media channels 24/7, especially if your brand is at risk or undergoing a significant event. For instance, during a recent data breach incident affecting one of our clients, our crisis response team was able to detect the initial negative sentiment within 10 minutes and swiftly responded with an acknowledgment and a promise of further information.

A concrete technique I’ve found effective is leveraging social media analytics tools like Hootsuite Analytics or Sprout Social to track the spread and impact of the crisis in real time. This allows you to identify the most critical areas to address and the best platforms to disseminate information. In one scenario, a client whose product faced unexpected safety concerns saw a 20% decrease in negative sentiment within a week by using Hootsuite to monitor conversations and strategically posting updates at peak engagement times identified through the platform’s analytics.

Engaging with your community directly and transparently is another crucial aspect. When my own company faced backlash over a controversial marketing campaign, I personally took to Reddit’s r/LogoDesign and other relevant subreddits to explain our actions and listen to community feedback. This not only helped clear misunderstandings but also increased our brand’s transparency, reducing negative comments by 30% in just a few days. Direct, honest engagement, coupled with data-driven monitoring, can turn a potential disaster into an opportunity to rebuild trust and strengthen your brand’s reputation.

Dylan Cleppe, Co-Founder and CEO, OneStop Northwest LLC

Ensure NAP Consistency Across Platforms

One specific tip for managing brand crisis communication on social media is to ensure NAP (Name, Address, Phone number) consistency across all your platforms. In my experience with local businesses, maintaining consistent information has a direct impact on the trust and visibility of the brand during a crisis. For instance, when inconsistencies in business hours and addresses led to customer confusion during the rollout of a new product line, we swiftly updated all directories and social media profiles. The immediate correction helped mitigate customer dissatisfaction and restored clarity.

I recommend leveraging tools like Google My Business for regular updates and posts. During a crisis, consistent and accurate information can ease customer concerns significantly. For example, during a product recall with a client, we used Google My Business to post real-time updates about the situation and steps we were taking. This proactive communication led to a remarkable 15% increase in positive sentiment and customer trust over the following weeks.

Another effective technique is to actively engage with customer reviews, both positive and negative. By responding promptly and professionally, you can turn a potentially damaging situation into an opportunity to demonstrate your commitment to customer satisfaction. In one case, addressing negative reviews through direct engagement and resolution not only improved our local SEO but also showed customers that we value their feedback. This approach resulted in a 20% increase in positive reviews within a month, which played a crucial role in managing the brand’s reputation during the crisis.

Joseph Yarber, Director of Operations, Limestone Digital

Leverage AI for Real-Time Monitoring

One specific tip for managing brand crisis communication on social media is to utilize AI tools like Awario to monitor brand mentions across all platforms in real time. This allows you to quickly identify and respond to potential issues before they escalate. By tracking conversations and sentiment around your brand, you can gain valuable insights and act swiftly to address concerns.

In addition to using AI tools, it’s important to follow these regular tips for effective crisis management:

1. Respond Quickly and Transparently: Speed and honesty are crucial. Acknowledge the issue as soon as possible and provide transparent updates.

2. Maintain a Consistent Message: Ensure all communications across different platforms convey the same message to avoid confusion and misinformation.

3. Engage with Your Audience: Address comments and questions directly and empathetically. Showing that you care about your customers’ concerns can help mitigate negative sentiment.

4. Monitor and Adapt: Continuously monitor the situation and be prepared to adapt your strategy as needed. Flexibility is key in effectively managing a crisis.

By combining the power of AI tools like Awario with these best practices, you can enhance your ability to manage brand crises effectively and maintain your company’s reputation.

Katie Mala’ebeh, Head of Marketing

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