How to Handle a Social Media Crisis

In today’s quickly changing social environment, every company should be prepared to handle a social media crisis. It’s not a question of if, but when you, or your company could be under attack online.A social media crisis usually starts small, but can progress into something very difficult to handle. It is crucial that you detect a social media crisis while it is still in its early stages.

Step #1: Don’t ignore it
Social Media fiascos typically start with something small. A customer posts a bad review, or a negative blog is posted. Recognize that this is the point at which your company should respond to the situation proactively.

When you notice an unhappy or angry customer has left a not-so-good review on your Facebook or Twitter page, it’s a good time to reach out. It is crucial to constantly monitor your company page and set a Google alert for your brand. Once you spot a social media issue, try to resolve the problem that is causing it.

Step #2: Identify the Problem
Accepting blame is not a typical human response. While there are individuals out there that will never be happy, consider most customers are being honest about their experience.Apologize right away if you are sorry. Explain why your company has a certain policy if you’re not. Things can get hairy very quickly, so having a publicist manage the situation properly can be invaluable. No matter what you do, don't give your initial knee-jerk response. Make sure your response is professional, truthful, and prompt.

A certain company went through a sudden social media crisis when a fan posted a question asking for directions on how he could ask them for help and they failed to respond. Because of this, the fan posted very bad reviews about the company the next day, which went viral quickly. People shared the negative post more than 50 times in 24 hrs. Once we stepped in , we approached the unhappy poster, and provided him with the info that was required. He then posted a positive review, which got shared 15 times. This is typical of human nature. Bad news spreads a lot more quickly than the good, so digging yourself out of a social media snafu can take time.

Step #3: Be Proactive, not reactive
One of the biggest mistakes to is to not respond to customer inquiries or reviews. Respond to posts and messages within 2 hours. Social Media leaves a public record of how your company handles customer service, so respond quickly and politely. A pro-active response tells customers that you are serious about their concerns and want to satisfy their needs. When used properly, social media can actually help publicize stellar customer service, and fans will be drawn to you.

Step #4: Don’t get Lazy
Once you have successfully managed your current social media crisis, you need to work towards making sure that it doesn’t happen again. For this reason, it is vital that you assign responsibility for all your social media pages and accounts. Once it's online, it's forever, and your reputation is on the line. Everyone posting willy-nilly is a recipe for disaster. Either hire an agency to do it for you, or train an employee to do it in house. Maintaining your online legacy is an ongoing process.

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