7 actions to face a social media crisis

19 October 2020, By Tamara García, Digital Copy at Canela

Content creation, monitoring, results evaluation… Social media communication has many different aspects and it is very likely that no community manager will ever escape the most challenging one: facing a social media crisis.


Photo: Tracy Le Blanc

An adequate and fast response can be very useful to stop the crisis and avoid it from leading to a bigger problem that tarnishes the image that users have of the company. Although each situation is different and requires careful analysis, there are 7 actions that must always be taken into account when acting in a crisis:


1. Monitoring

Always active, never inactive. What is said about your brand at any given time is very important. In some cases through the comments that users leave, it is possible to detect a situation that, although not yet a problem in itself, may become something negative in the future.

This way you will have time and margin to become aware and prepare yourself. In addition to being able to offer users or customers an alternative to the problem or complaint.

2. Analyse the situation

At the point where the crisis is already imminent, it is time to analyse what has happened, why it has happened, in which networks it is taking place and how it affects the company, who the customer or user is and to what extent they have been affected or offended.

There are times when the complaint is not true or there is no real reason to complain. And this can only be known through a thorough analysis of what has happened.

3. Quickly, yes. But cautiously

One must be quick, but not rush into responses. Ideally, we should contact the person directly and provide them with support or the help they require from us, referring the conversation to a private one to gather all the data and information necessary to know better what is happening.

4. Assume the error and never lie.

Never lie or falsify what has been said or published. The transparency that is offered at this time is a point in favor. It is important to remember that what is at stake is the reputation and credibility of the brand. This is something that must be taken care of and protected very much.

5. No more removing the comments.

This could make the situation much worse, as it means censoring the user’s or customer’s opinion.

6. Don't forget the crisis.

Even if everything is closed, the comment or opinion is still there and at any moment it is possible to revive the conversation. The best thing to do is to keep an eye on what has happened and keep an eye on it. What if some other user or customer feels identified? The debate will probably reopen and we must be prepared to stop it and solve it.

7. Learn from what has happened and change what has not worked

It is possible that even if we have thought of the worst possible situation for the company, not all the solutions proposed on paper are adequate once they have been put into practice.

Seeing how the crisis developed, what measures were taken, as well as knowing the opinion and emotions of the users and/or clients, will allow us to improve the experience and learn from everything that has happened.

The crisis plan that is created in a company should not be static, but should be adapted and grow hand in hand with the presence in social networks. Only in this way will it be possible to act appropriately and consciously without having to wait for a crisis to occur.