Do you remember the 2019 Gillette The Best Men Can Be commercial? The advertisement, meant to challenge toxic masculinity and encourage positive behavior among men, was intensely debated.
As most have praised the message of encouraging men to improve, others have criticized the ad as overly political and losing favor with some of its clients. The social media quickly backlashed, and the brand was being boycotted by many.
Gillette defended the message and continued to emphasize the importance of positive values, but the incident prompted some doubts about the influence of political messages in advertising.
This case shows that social media can be used to increase polarization and that brands have to be sensitive to the values of their audience before jumping into controversial and debatable topics.
It can be a rogue PR misstep or a customer complaint that went viral, but crisis management on social media involves strategic planning, timing, and a profound knowledge of your audience.
It is in this blog that we will discuss the five best practices of social media crisis management, but first, let’s explore the meaning of this term.
What is Social Media Crisis Management?
Social media crisis management is how a brand handles and responds to threats to its reputation. If not managed well, these threats can lead to a loss of trust from users and ultimately cause the brand to lose customers.
Business crises can be caused by many factors, from adverse events to recent social media trends, or, in some cases, a single review might do the job.
Crisis management involves several key steps. First, it is important to identify potential threats. Next, assess the possible damage they may cause. Then, create a plan to resolve the issue. Additionally, learn from social media trends.
Not only this, but a proactive approach also means continuously monitoring social media platforms. This mindset protects the brand image and consumer trust while minimizing adverse effects in the long run.
A social media crisis may be triggered by a single customer complaint that spreads into a larger one, or by a massive outbreak of viral posts by millions of individuals.
Therefore, the crisis management is not only aimed at fixing the situation, but also uses the crises as a learning experience and growth opportunity by aligning the brand with the demands of its consumers.
Research by Stieglitz & Dang-Xuan (2013) indicates that stakeholders who received crisis alerts through social media platforms had more positive perceptions of organizations’ crisis management strategies, highlighting how it can increase user trust.
Real-time examples of Social Media Crises
Here are 3 social media crises examples from recent years:
Cracker Barrel’s Logo Backlash
Cracker Barrel’s effort to modernize its brand with a streamlined logo was met with outrage by conservative activists and online critics, who claimed the company was going woke.
Additionally, Fake social media posts put fuel to the fire, heightening the outrage further. This led to widespread online and in-store dissatisfaction.
The scandal caused a marked decline in the company’s sales value and customer traffic. Eventually, the restaurant company brought back the old logo.
Boden’s Dead Salmon Ad Controversy
UK retailer Boden, a global British clothing brand, faced public backlash after it released an ad featuring models posing with dead salmon. The campaign upset anglers and environmental activists.
Critics called it irresponsible and pointed out the decline in Atlantic salmon population and mentioned the species to be endangered (near extinction).
Boden issued a public apology, removed the imagery, and reiterated its support for conservation.
White Glo’s “Make the White Choice” Ad
White Glo, an Australian toothpaste brand, received criticism for an ad slogan, “Make the white choice,” that appeared on public transport in Melbourne and Sydney.
Critics said the slogan was racially insensitive and pointed out a blind spot in the advertising approval process.
The brand apologized, explaining that the slogan aimed to play on “Make the Right Choice” to promote their teeth whitening products.
The above examples indicate the importance of cultural sensitivity, quick responses, and decisive action by brands to address the public demands.
In an era where more than half of the world’s population posts on social media about certain things, businesses must handle public relations carefully and with a well-aware response.
Suggested Read: Social Media Monitoring – The Silent Force Behind Leading Brands
Why are Social Media Crisis Management Strategies Important?
Handling a social media crisis is important for protecting a brand’s reputation. It helps brands earn trust by acting responsibly, being accountable, and showing empathy.
When brands address crises before they intensify, they reduce the effects of negative incidents. This protects the brand’s image and helps keep customer confidence during tough times.
How to Manage Social Media Crisis?
Efficient crisis management starts with knowing the importance of acting quickly. Brands should be prompt in responding and open to managing the narrative to reduce the negative effects.
Besides this, engaging in empathy, taking responsibility when needed, and addressing concerns directly can help companies handle situations better.
Here are 5 social media crisis management strategies that can help businesses revise their crisis management approach.
Establish a Proactive Crisis Communication Plan
A crisis communication plan should not be an afterthought. Brands need to plan for crises before they happen. A strategic plan is the foundation of a timely and effective response when social media crises arise. This plan should be comprehensive, flexible, and involve several key elements along with response protocols.
Monitor Social Media in Real-Time
One of the most important components of crisis management is real-time monitoring. Monitoring brand mentions, customer sentiment, and evolving trends is key to identifying a potential crisis before it spirals out of control.
The faster a brand can detect a problem, the quicker it can take action.
Therefore, to detect potential crises more quickly, tools like Media Watcher can help track social media activity, assess sentiment, and provide actionable insights in real time.
Respond with Transparency and Empathy
In times of crisis, how a brand responds is more important than the crisis itself. A transparent and empathetic response can win back trust and mitigate the damage. When dealing with a crisis, brands should acknowledge the issue and provide clear solutions.
Pause Scheduled Content During a Crisis
In a crisis, it might seem like continuing with previously scheduled social media content is just a minor issue, but it will soon seem insensitive. As soon as possible, brands should halt all previously planned posts and review their communication strategy.
Posting more content about a crisis might give the impression that the brand is ignoring the situation or does not recognize the seriousness of the situation.
Evaluate User Feedback and Learn from Each Crisis
Once the crisis has passed, it’s important for brands to conduct a post-crisis evaluation. This allows the team to reflect on what went well, what didn’t, and how future responses can be improved.
How Media Watcher Can Reshape Your Social Media Crisis Management Plan
The volatile business environment requires effective social media crisis communication. Don’t let a social media crisis surprise you. Media Watcher offers real-time monitoring, sentiment analysis, and competitive insights to help you manage your brand’s reputation.
We can track brand mentions, map potential crises linked to your advertisements, and analyze how to recover after a crisis. Media Watcher provides the tools you need to confidently handle every challenge.
Are you ready to improve your crisis management and protect your brand? Request a demo today to see how Media Watcher can be your brand’s first line of defense.
Frequently Asked Questions
How Social Media Helps in Crisis Management?
Social media provides real-time insights, enabling brands to quickly identify and respond to crises. It also facilitates direct communication with stakeholders, helping to manage and mitigate reputational damage effectively.
