A crisis for your brand can turn the whole world upside down quickly.
Social media seems like it’s attacking you, but it’s not the enemy and instead of inflicting damage, it can help you control the damage for your brand.
You know that social media is necessary to get your brand out there and spread its message, but what about those times when you’d rather everyone not talk about your brand so much?
Like when negative news breaks about your company or some sort of scandal catches the public’s attention.
Social media is still your greatest resource to reach your audience, even in those moments, especially in those moments when it feels like everyone is attacking you. Social media allows you to control the message.
Here are some tips for managing social media during a brand crisis:
- Get out in front of the story.
- Be meaningful but brief.
- Do not engage.
- Less is more.
- Set the pace by moving on.
Get out in front of the story.
Don’t wait. The sooner your message is out there, the sooner you are controlling it. Be sure your statement and response is appropriate and within brand standards. It’s helpful to have a plan for this ahead of time so that you can act quickly if the situation arises. Whatever you do, though, do not stay silent.
Be meaningful but brief.
Address the crisis genuinely; express disappointment, apology or sadness, whatever is necessary. Be human and be honest. Thank those who can be thanked, even if it’s just your audience for their patience and understanding. Focus on whatever positives you can.
Do not engage.
When negative comments come, let them. Do not address them or answer them. Delete them from the page if you can, but only if they are especially nasty. Simply weather the storm with grace, do not get down in the mud and sling it back. It is ok to express appreciation to those who are supportive.
Less is more.
Once your statement is posted, stay quiet for a while. Let things blow over. The more you talk about the crisis, the bigger it will seem. Be the example and let others know that you are not obsessing over whatever happened; you still have important work to be done. Drama dies if it is not fed.
Set the pace by moving on.
Depending on the crisis, after a few days or a week, break into regular posting again. Monitor the conversation and see when things start to die down and take the opportunity to change the momentum.
Start with something very positive that is least likely to remind your audience of the crisis. This not only shows that you are recovering but it gives your supporters something to get behind. A crisis will certainly bring out your haters, but more importantly, it will bring out your advocates, often ones you might not have known about otherwise. Be a rainbow after the storm…
These things are often hard to remember in the heat of the moment, so again, it’s wise to map out a plan of how your brand will handle a crisis publically. Be sure to include your social media manager when putting the plan together so everyone involved can act quickly and consistently.
Need help creating a crisis management plan? Our social media team would be glad to help.