The life of a business owner is full of ups and downs. One moment, they thrive, and the next, a single social media post can spark a crisis. We all know that news spreads like wildfire in today’s digital world. A slight mistake can become a PR nightmare within hours for a brand. But it can even worsen if a brand doesn’t respond to a social media crisis smartly and patiently.
How a brand responds to a social media crisis can make or break its reputation. Do you remember Pepsi’s 2017 commercial featuring Kendall Jenner? The brand faced backlash for trivializing social justice movements. Instead of addressing concerns immediately, Pepsi initially defended the ad, which worsened the crisis.
Some companies successfully handle these challenges, while others suffer long-term damage.
So, what should you do when faced with a social media crisis? And also, importantly, what should you avoid? The blog better explains.
What Is Social Media Crisis?
Before knowing what to do and what not to handle a crisis, marketers need to understand what exactly a social media crisis is. This way, they can be ready with better social media marketing challenges.
It is a situation in which a brand, organization, or individual faces a lot of backlash on social media platforms. Basically, it happens when harmful content about a brand spreads online. It can occur because of offensive posts, customer complaints, or scandals. When brands fail to handle the crisis effectively, it often damages their reputation.
As per research by Sprout Social, around 60% of consumers say they will stop buying from a company or brand after one bad experience on social media.
What Sparks a Social Media Crisis?
Here are the reasons that can spark a social media crisis. If you know them already, it can save your brand’s reputation from getting damaged.
- Post that is insensitive, controversial, racial, and discriminatory. It can upset the audience.
- Any customer complaint going viral, unresolved issues, or poor responses to complaints.
- Misleading information about a brand can spread quickly and confuse people out there.
- Delayed and defensive replies make things worse.
- Negative comments from public figures linked to the brand can cause a crisis.
- Faulty products and bad services can cause mass dissatisfaction and lead to a social media crisis.
The rising dependency of businesses on social media is also one of the reasons. It increases the risk of crisis. Since Facebook, YouTube, WhatsApp, Instagram, and WeChat platforms have around 4.8 billion active users, it’s difficult for brands to avoid these platforms.
Handling a Social Media Crisis: What to Do and What to Avoid
A social media crisis can hit any brand hard at any point in time. So, following the best practices to manage such situations is the better way to secure an image.
Here is the table for quick insights into the Dos and Don’ts of social media crisis management.
| Dos | Donts |
| 1. Acknowledge the issue promptly | Ignore or delay response |
| 2. Apologize sincerely | Offer a half-hearted apology |
| 3. Take responsibility | Blame others or external factors |
| 4. Provide a solution | Promise something you can’t deliver |
| 5. Monitor the situation regularly | Stop monitoring after the initial response |
| 6. Maintain a calm and professional tone | Engage in arguments or hostile responses |
Dos of Social Media Crisis Management
What exactly should you do when you face backlash on social media platforms? Here’s the answer.
- Acknowledge the Issue Promptly:
76% of social media users expect brands to respond to crises within 24 hours. (Edelman Trust Barometer). If a brand delays, the issue can escalate. When you quickly acknowledge the mistake, it helps show your audience that you are aware of the issue and ready to take action.
- Apologize Sincerely:
People appreciate sincerity, so you should offer a genuine apology. It shows that you take the matter seriously. Write a simple but genuine message for the people. It can calm people who are angry over your mistake or fake news. Here is an example of an apology by a brand.
- Take Responsibility:
Do not ever shift the blame, even if it’s not yours. You can explain what exactly happened but do not clearly blame others. So, when a crisis hits, own the situation. When you are being transparent about what went wrong, it shows accountability. For example, if there is a product defect, admit the mistake. Honesty can help your brand rebuild trust.
- Provide a Solution:
If there is an issue, you must provide a solution. Often, loyal customers do not want to escalate the issue; they just want the best solution. So, address the problem with a clear solution without any misleading information. Let your audience know what steps you are taking to fix the issue. Likewise, put your side forward and tell your story before people speculate.
“In today’s world, where social media and misinformation can twist facts, it’s crucial to share your own stories and ensure the accuracy of the information you spread,” says Evan Nierman, founder and CEO of Red Banyan.
- Monitor the Situation Regularly:
Often, brands only focus on resolving the problem but ignore to track how the crisis started. It is crucial to track the root cause. Otherwise, the same situation can occur again in the future. Track how the crisis evolves on social media. When you are proactive, you can quickly stop the crisis from escalating.
- Maintain a Calm and Professional Tone:
Digital marketing often makes you face unexpected situations that you never imagined. In these situations, always respond in a calm, respectful manner. Take your time and come up with the correct information with a calm tone. Avoid reacting emotionally to negative comments. Use a professional tone; it shows that the situation is in control.
Don’ts of Social Media Crisis Management
A brand can lose up to 30% of its market value due to a poorly managed crisis. (Harvard Business Review). How you handle social media marketing and issues can make or break your brand reputation. There are some actions to take and mistakes to avoid. Here are the major “Don’ts” that worsen a crisis.
- Ignore or Delay Response:
Do you think ignoring the situation or delaying your response makes people forget about it? While it’s true that people might eventually move on, the damage to your brand’s reputation will already be done by the time they do. Ignoring the issue can escalate the problem. Around 76% of consumers expect brands to respond within 24 hours.
The situation can be out of control if you fail to address the issue quickly. It can lead to negative publicity.
- Offer a Half-hearted Apology:
When brands deliver a vague and half-hearted apology, the social media crisis worsens. Merely Writing “We are sorry for the inconvenience” will not make any sense. Address the situation and show that you are really taking the matter seriously.
Do not poorly craft the apology. Otherwise, it will show the brand is doing it because of the pressure.
- Blame Others or External Factors:
Pointing fingers at others or external factors is not the right approach to deal with the crisis. Brands need to be accountable in both situations, whether it’s their mistake or not. If it’s not their mistake, tackle the problem with proper facts and investigation. Moving forward is difficult without taking responsibility and being accountable.
When brands blame others, it undermines credibility. The audience stops buying products from the company.
- Promise Something You Can’t Deliver:
When a social media crisis happens, it creates a panic situation. The marketing team and panel have to take immediate action. But it does not mean they promise something they can’t live up to. It can lead to further disappointment. So, stick to practical solutions and what is possible in the current situation.
Overpromise can further damage your reputation. Accept the mistake and make your response clear to avoid any distrust.
- Stop Monitoring After the Initial Response:
Your one tweet or social media post is often insufficient to resolve the crisis. Do not assume it’s over. Social media conversations can continue for many days, even months. They stay on the platform forever until deleted. You may miss important feedback when you stop monitoring after the first response.
Continue to track public opinion and respond until you notice the issue has been resolved. This way, you can be transparent about the issue.
- Engage in Arguments or Hostile Responses:
Engaging in arguments is not a good idea, even when you are dealing with a social media crisis. Social media can easily turn into a battlefield. If you argue with customers, it will show that you are not seriously investigating the situation and trying to prove the customer wrong. Here is a need for a calm and professional tone.
Address the problem respectfully because reacting emotionally will only escalate the issue.
Popular Case Studies of Social Media Crisis Management
A social media crisis can bring a bad time for any brand. How a company responds to it plays a crucial role. Here are some popular case studies where brands face serious backlash.
- Gucci Balaclava Sweater (2019): Blackface Controversy
Gucci launched a balaclava sweater that looked like blackface. This release sparked outrage on social media over racism. Gucci quickly removed the product and issued an apology. Well, they responded quickly, but the damage was huge.
- KFC (2018): UK Chicken Shortage Crisis
In 2018, KFC in the UK ran out of chicken due to supply chain issues. This incident caused a nationwide shutdown of stores. Customers started to complain on social media platforms. It was turning the crisis into a PR nightmare. As a result, KFC responded with humor and issued a clever apology.
- Burger King (2021) – “Women Belong in the Kitchen” Tweet
On International Women’s Day, Burger King UK tweeted, “Women belong in the kitchen.” It was to promote a scholarship for female chefs. The tweet was seen as sexist. After the backlash, the brand deleted the tweet and issued an apology. However, the damage was done already. Lesson- do not use controversial messages for marketing.
- Sephora and SZA (2019): Racial Profiling Incident
Singer SZA accused Sephora of racial profiling. It happened after an employee suspected her of theft. The incident went viral and led to talk about discrimination. Sephora apologized on social media and closed stores for diversity training to calm the backlash.
Wrapping Up
So, a social media crisis can happen to any business or brand. What matters is how you handle it. Social media crisis management makes a difference and saves the brand from losing its image and facing monetary loss. Quick responses, sincere apologies, and responsible actions help handle the situation effectively. Moreover, show transparency and accountability, and learn how other brands fail or succeed in handling the low time. Monitor conversations and investigate the issue thoroughly to protect your brand’s image in the digital world.
