Social Media Crisis Management: How to Handle Negative Publicity Online

Today, news travels faster than at any other time, thanks to social media networks. A single tweet, post, or even video can go viral either for the right reasons or, unfortunately, for the wrong ones. Negative publicity could strike on any given day, and how a business reacts will often make a huge difference. Badly handled crises can damage a brand's reputation, while a good response can enhance trust and loyalty with the audience.

Management of a social media crisis comes into play for companies, big and small. This functions to identify, address, and minimise or eliminate the possible impact of any negative publicity on social platforms through timely and strategic operation. If you are unprepared, indeed, the crisis may snowball into something much larger. What are the ways to face negative publicity online? Let's discuss a few best practices.

1. Stay Calm and Assess the Situation

Calm down! That's the first outcome of every crisis. It's difficult not to be emotional and defensive because there is something out there attacking the reputation of the brand you work for, but cracks like those are what usually give rise to quick, reactive decisions that worsen the crisis further. Instead, it's best to stop for a moment and look very carefully into the claims made against your brand.

You should ask yourself the following questions: 

- What is the nature of the complaint or criticism?

- Is it valid or a misunderstanding?

- Who is the audience behind the negative post?

- How widespread is the issue?

In other words, the complete picture of the problem gives the outlet to know how to swing into action. This step is crucial because an ill-considered response can rather win the ability to

spark or aggravate a crisis than prove useful in addressing the current one.

2. Acknowledge the Issue Publicly

When a crisis emerges, your audience is likely watching closely, waiting to see how you respond. Ignoring the issue or delaying a response can appear as though you're avoiding accountability or downplaying the situation. This can intensify the backlash.

Instead, acknowledge the issue publicly and as soon as possible. A swift acknowledgement demonstrates that you are aware of the concern and that you're committed to resolving it. Whether it's a customer complaint or a broader issue affecting your brand, responding promptly is essential.

For instance, if someone posts a negative review about your product or service, respond politely and professionally, thanking them for their feedback and offering to resolve the issue. A simple statement like, “We’re sorry to hear about your experience and are looking into it. We’ll reach out to you directly to discuss further”, can go a long way in showing you care.

3. Take the Conversation Offline

It is important both to make the issue public and to have it worked out privately. Social media is not always the proper venue for discussing the details of a complaint, and taking this direct message, e-mail, or phone can be somewhat more personalized and keep it from being a public spectacle.

Alternatively, you might want to take the high road and ask them nicely to DM you, or you could give them information on some customer support channels. The goal is to arrive at a resolution without unnecessarily complicating matters with an online back-and-forth argument.

4. Respond with Transparency and Honesty

Above all else, transparency and honesty are necessary during any crisis. Do not attempt to hide your faults or downplay the importance of issues: this will only make your brand appear disingenuous. Customers may appreciate their mean news more than relishing good news.

For example, if one of your errors resulted in a customer complaint, act like it is no secret. Own the error, and tell what is being done to ensure a repeat occurrence does not follow. Or, if you are still investigating, let your audience know you mean to resolve it soon and let them know hopefully when.

A transparent response is not merly diffusing negative sentiment; it is proving that your brand can accept responsibility for all actions taken.

5. Offer a Solution or Compensation

An apology or an explanation often doesn't cut it. Negative publicity is met with the expectation that you will make it right. If there is a way to help remedy the situation, do so right away. Actions such as a refund, replacement, or explanation of how you are improving your products or services will go far in restoring trust with your customers. 

In extreme cases, it may even be required to compensate the customer as a gesture of goodwill. A simple gesture can go a long way in expressing your commitment to customer satisfaction. For instance, if an influencer's review of your product didn't match their experience, you might offer them a replacement product or an exclusive deal to amend the wrongdoing.

6. Monitor Social Media for Backlash

After taking the matter to social media and back again, monitor the platform for any lingering damage. People may continue to chatter about it: pass judgment, share their opinions, or even go in a greater, escalated direction. If you keep your ears close to the ground on the subject, you will become ready to address any small, yet outstanding issues and give real-time answers to more questions.

Social listening tools can be used, or you can track mentions of your brand manually. Also, build connections with friendly followers by thanking them for their understanding, which helps

counter negativity.

7. Learn from the Crisis

Once the crisis has passed, it is very important for everyone to reflect on everything that happened and learn what went wrong, what could have been different in the caving. How can your brand make improvements into crisis management procedures in the future?

Nothing bad becomes inconsolably futile. The scrutiny of what happened exposes certain weaknesses in the social media strategy, customer service, or processes that have gone on within the organization and contributed to the disaster. This can be used to strengthen the brand against future misfortunes as it prepares to prevent such misfortunes down the road.

Conclusion: How Tread On Can Help You Handle Crisis Management

Because crisis management is a tricky but critically important component in your social media strategy, the right kind of handling of a situation can build your brand's reputation, while wrong handling can cause irreversible long-term damage. It is all about staying calm, acting swiftly on the issue, being transparent, and taking meaningful remedial action.

That is why, at Tread On, we understand the urgency of shielding your brand's reputation in a hyperactive and always-on digital world. We are experts in social media crisis management and design customized solutions for your brand's resilience against headwinds. Coupled with an experienced team customized to match your needs, we offer crisis communication strategy development, social media monitoring for possible risk scenarios, and effective counter-strategies for negative publicity.

Tread On is where you should turn for that partner who can help you make your way through the maze of social media and manage any incidents should they arise down the road. We can empower you to transform a crisis into an opportunity for growth. Contact us today and let us show you how we can help protect your model's online reputation!