Social Media Crisis Management: Navigating Brand Reputation in the Digital Age

Life is full of the unexpected. Whether it’s a natural disaster, a pandemic, or something as simple as problems with your Wi-Fi, you must be ready to take on these situations. Like individuals adapting to these changes, businesses also need a plan for when something unexpected happens! Businesses, small or large, must be proactive because these situations possibly affect their customers. As a business, it's important to be prepared for any type of crisis to pop up. This means having a plan for social media and knowing how to share important information with your followers.

Because many people get their news from social media, businesses must be ready to respond on all types of social media platforms during a crisis. Your response to an unexpected situation not only informs your followers but also shapes how people see your brand. To create a plan to protect your brand during a crisis, you should first understand the crisis, respond well, and then review and adjust afterward. Here are a few tips from our Client Adviser, Kory Loden, to get you started on navigating brand reputation during a crisis: 

Understanding the Crisis 

Crises manifest in various forms, ranging from smaller, more commonplace issues to larger, potentially catastrophic events. Smaller crises often involve customer complaints and negative reviews, which quickly escalate if not addressed promptly. Be prepared for viral misinformation or rumors to spread like wildfire. These instances tarnish a brand's reputation and often cause widespread panic. Offensive or controversial posts by employees or influencers add another layer of complexity, for they have consequences for a company's image. On a larger scale, crises may involve disasters, crimes committed by employees, or even tragic events such as deaths.

Monitoring social media channels is a critical aspect of effective online reputation management and noticing any potential crises as they come up. Alongside monitoring, try establishing clear brand guidelines for online communication. Defining acceptable content ensures consistency in messaging and helps employees and influencers understand the boundaries of appropriate online behavior. Regular training sessions are conducted to educate team members on these guidelines and emphasize the importance of maintaining a positive online presence.

Responding Effectively to Social Media Crises

When responding to social media crises, swift and transparent communication should be your first step. Communicating with your audience during a crisis involves promptly acknowledging the issue, demonstrating accountability, and acknowledging the concerns of stakeholders, if applicable. Providing regular updates is equally crucial to keep the audience informed and prevent the spread of misinformation. Personalizing responses and showing empathy are vital components of effective crisis management. Tailoring communications to address individual concerns humanizes the brand, fostering a sense of understanding and connection. 

Hosting Q&A sessions may also be another great way to effectively communicate with your audience during a crisis. This enables organizations to directly engage with their audience, answer questions, clarify information, and alleviate concerns in real time. An interactive approach not only demonstrates a commitment to open communication but also provides an opportunity to regain trust by addressing issues transparently and authentically. By combining swift communication, personalization, and strategic use of social media platforms, businesses navigate social media crises with resilience and work towards rebuilding trust within their online communities.

Post-Crisis Evaluation and Reputation Repair

After you first respond to the crisis, evaluate the response from your customers and make changes based on what you've learned. This may involve adjusting internal processes or communication strategies. By identifying the root causes of the crisis and addressing them head-on, companies demonstrate a commitment to improvement to their customers. This may also show you’re proactive in preventing similar issues from happening in the future. 

Part of your crisis evaluation should include reputation repair. This means showing the positive, personable, and fun side of your brand. Sharing positive actions like helping others, protecting the environment, or working with the community helps people see the good behind your brand. Sharing this type of content helps rebuild trust with the public and shows that your organization cares about social responsibility. By looking back at what happened and taking steps to fix things, businesses come out of a social media crisis not only OK but with a better and stronger reputation. In this age of technology, your brand can’t afford to mishandle a crisis, big or small. Use these tips to ensure you navigate a social media crisis effectively and efficiently with the proper response.