Crisis Management: How To Avoid An Issue On Social Media

Nothing is harder for a business than to find themselves in a war waged social media.  A firestorm of complaints that seem to be a combination of miscommunications and untruths coupled, with a bruised ego of someone who didn't get their way. 

Social media can be an excellent way to build a brand, but the hardest part about it is that it is SOCIAL.  Individuals can talk back to a brand and share their feelings about who you are. 

All through life we have been taught to follow the Golden Rule, "Do Unto Others As You Would Have Them Do Unto You."  Yet, for some reason, it doesn't seem to be followed for those on social media. 

How To Avoid An Issue On Social Media

1. Be a business that has a strong social media presence on the platforms your demographic will be found.  If its Facebook, be there!  But don't just have a page, post there, answer questions from potential clients, engage your audience. 

2.  When an issue is brought up on your social media platforms, address it--immediately.  It accomplishes two things.  It answers the objection and shows the person with the grievance that you value them enough to respond, while ensuring the rest of your audience hears the truth from your perspective offering a full, more complete picture of the interaction with the person who is unhappy.

3.  Focus on ways to engage your audience in positive ways.  Hold daily giveaways, create offers for loyal followers who share your content.  Recognize your audience by showcasing them in a post.  Congratulate them when they interact with your products or service.  When you engage your audience in a positive way, you begin to build brand loyalty and trust.  They become your advocates, and in a time of crisis they are more valuable than gold! 

4.  Know when to hold your tongue and let the situation unfold.  Monitoring social media calls for engagement; however, in many cases a business can be too quick to respond. Those quick responses can trigger concern that you had something to hide, or perhaps the individual with the complaint had a point.  Allow your loyal customers time to see and come to your aid. 


Emily Yost of E Yost consulting has been assisting companies with building strong successful brands for over 20 years.