Can you offer any guidance or tips in regards to Crisis Management on social media?

This morning I received an excellent question from a young man who is working for a local council asking the following…

What is the best way to plan a crisis management if you were to experience a lot of negative engagements and public pressure on your social networking profiles? (Hopefully never happens!)

If you could add your two penneth to the comments section then we’d all appreciate it…

Thank you.

3 thoughts on “Can you offer any guidance or tips in regards to Crisis Management on social media?

  1. Firstly not to panic.Try and add value and reality to the content by commenting back in a controlled and positive manner without enraging the current commentators. Direct them to your website if the content offers clear answers on there. Ask them to contact you direct or take the conversation to messaging initially away from public sight to help you discuss the issues. If customers make them feel wanted, offer solutions, it may be worth any costs to avoid further brand damage.

    It all depends on the nature of the page and brand you are trying to protect. Commercial, charity, political, etc etc.

    Happy to offer advice via email:


  2. I’d agree with Mick and what he’s added above.

    With regard to it being a ‘local authority – council’ you’ll always get the negatives as they usually have faceless and annoying employees at senior level annoying al those who come into contact with those at face to face level.

    So rather than it being a problem of the lone Tweeter it’s more about the image the authority portrays elsewhere as well as via social media.

    Like any business I’d advise STOP whining on about getting negative comments and no time to sort it out and get a life and realise the client, customer and tax payer are paying your wages and you are there to serve them.

    So look for the best ways to support them and show you care, there will never be a pat on teh back from everyone but hiding is a waste of time too as that just shows you aren’t bothered and not being there won’t make the conversation go away.

    Join conversations away from your profiles and accounts too not to be arrogant but to be part of the community, drop the shiny grey suits, power dressing and be part of the society you are entrusted with not aloof and hard to find.


  3. Jonathan – Negative feedback on social media is an ever increasing problem. In a nut shell the best way to manage negative reviews is “Very Professionally”.

    #1 Focus on the main issue and gear your response towards it. Some
    reviews can go on and on since one of the reasons why customers write
    them is to vent, so you need to be the one to hone in on the specific cause
    of the complaint. Once you’ve dissected it, construct your reply with that
    issue as the main focus. This will simplify the conversation, temper the
    emotions involved, and save everybody’s time.

    #2 Do some background research. Arm yourself with as much context as
    possible regarding the customer’s issue. If they’re complaining about a
    delay in their order, check the appropriate department and confirm the
    order info. If they’re unsatisfied with how your help desk handled their
    previous issue, go through the documentation and see what else could
    have been done. Don’t reply without getting all your facts first. It’s also
    important that you find out if the issue is an isolated or recurring one so
    you take the right steps in making sure it doesn’t happen again.

    #3 Be polite and earnest. Apologize for the issue and thank the customer
    for taking the time to let you know about it. Starting with something simple
    but sincere like this will go a long way to making your customer feel better.

    #4 Identify yourself. Make sure the customer knows who you are and how
    you’re connected with the company. This will let them know that the right
    people are paying attention and they’re being taken seriously.

    #5 Be prompt. Nothing gets upset customers more upset than when they think they’ve been ignored. Always make it a point to reply to complaints within 24 to 48 hours. You want to make sure your side of the story is heard way before other people control the narrative.


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