Managing a social media crisis is like trying to save Aegon during the Dance of the Dragons or figuring out what Daemon is doing in Harrenhal: pure chaos. But it’s not impossible! Today, I’m sharing some tips that can help manage a social media crisis.

But first, what is a Social Media Crisis?

Crisis (noun): A time of intense difficulty or danger.

Kind of like the characters in House of the Dragon who face different crises in every episode: identity crisis, economic crisis, government crisis…

A social media crisis specifically refers to those unexpected events that can harm your brand’s reputation.

The causes of a social media crisis can be:

  • Human errors: Sometimes we slip up with a typo, or we might accidentally post a meme to the work account.
  • Technical failures: The full post didn’t upload, the sound cut out in the video, or Mercury retrograde simply didn’t cooperate.
  • “Cancel culture”: And yes, this can escalate as quickly as House Targaryen in its glory days.

These can be the first steps toward a social media crisis. But don’t worry, there are steps you can follow to help resolve this crisis, and the most important one happens even before the crisis exists.

Steps to Manage a Social Media Crisis

1. Prevention is Better Than Regret

If there’s one thing the position of the Hand of the King in Game of Thrones taught us, it’s that you must always be prepared for the worst. In the world of social media, this means having an emergency plan.

How do you create an emergency plan for social media? By paying attention to detail.

Just like in the Small Council, make sure all your team members know how to handle a crisis, or at least know how to react. Assign a group solely responsible for responding during the situation, and ensure everyone is aware of their role.

Another good tip is to constantly monitor your social media with digital tools like Hootsuite, Sprout Social, or Google Alerts. These help you see comments in a much more organized way, track responses, and see what’s happening on each of your social media platforms.

Additionally, have a set of perfect responses ready for the specific crisis. Note, this doesn’t mean you should be generic; it’s always good to add a personal touch appropriate to the situation. This goes hand in hand with considering possible “negative comments” that might arise from a post, especially if it’s a delicate or sensitive topic.

2. Keep Calm

When the crisis hits (and it always does), the worst thing you can do is panic. So take a deep breath and count to ten.

First, evaluate the situation. Before acting, observe and analyze. Is the comment a legitimate criticism, or is it just someone bored trying to get attention?

Second, respond quickly but thoughtfully. It’s not about being first; it’s about being accurate. Make sure to respond promptly, but always with a calm message that adds value.

Third: Don’t Delete Comments! Unless they are offensive or violate community guidelines.

3. Transparency and Honesty: The Best Policy

A crisis can be a problem, but it can also be a great opportunity. How you handle it can turn your haters into fans. The key here is to be transparent and honest, like Ned Stark (minus the tragic ending).

First, admit your mistakes. If it’s your fault, own up to it. Sincerity and accountability are always the best values you can offer.

Next, communicate the steps you’re taking. Make sure to inform your community about your plans to resolve the issue and the estimated timeline for implementing the plan.

4. What to Do Post-Crisis?

Once the storm has passed and calm has returned, it’s time to reflect like a true strategist with your team.

  • Analyze: What went wrong? What worked?
  • Adjust: Modify your emergency plan based on what you’ve learned. Crises are inevitable, but that doesn’t mean they should repeat.
  • Communicate: Ensure your community is informed about the changes you’ve made to prevent future crises. Include this information in your next content plan.

Managing a social media crisis is like facing a White Walker invasion: terrifying, but not impossible. With a good plan and quick, effective communication, you can not only emerge unscathed but also strengthen your brand.

The world of social media is fast, furious, and full of surprises. So be prepared, stay calm, and when the storm comes, be the leader your brand needs. Let’s just try not to say Dracarys, we know how it ends. 

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