Learn the steps to create and implement a social media crisis response plan that can help you manage a negative situation online and protect your business.

Response strategy needs to start not with "what do we say" but "who are we communicating to and what are their expectations of us?" Starting there will mean we can craft tailored messages - built around one central truth - that is unique to each audience's preferences and needs (pref for longform content over video, specific focuses of the messaging, geographical nuances etc). Spending time when not in crisis to map out your audiences, the channels that reach them, and the owners of those channels can be very helpful in saving time in a crisis, meaning you can respond quicker.

What are the steps for a social media crisis response plan?

A social media crisis can damage your brand reputation, customer loyalty, and revenue if you are not prepared to handle it. A social media crisis response plan is a set of guidelines and actions that help you manage a negative situation online and protect your business. Here are the steps you need to follow to create and implement a social media crisis response plan.

1 Identify potential crises

The first step is to identify the types of crises that could affect your brand on social media. These could be internal, such as product recalls, data breaches, or employee misconduct, or external, such as customer complaints, negative reviews, or competitor attacks. You should also consider the severity, impact, and likelihood of each scenario, and rank them according to your risk tolerance.

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Jordan Tennenbaum

Head of Social Media - Talkdesk
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One of the easiest and most efficient ways to do this is to constantly manage and monitor, whether that is Slack or your social media channels. Of course, you can't be expected to be "on" 24/7, but keeping a close eye out for these situations is part of the job.

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2 Assign roles and responsibilities

The second step is to assign roles and responsibilities to your social media crisis team. This team should include representatives from different departments, such as marketing, PR, legal, customer service, and IT. You should also designate a spokesperson, a monitor, a coordinator, and a backup for each role. The spokesperson is the person who communicates with the public, the monitor is the person who tracks and analyzes the online conversations, the coordinator is the person who oversees the team and the plan, and the backup is the person who steps in if the primary person is unavailable.

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Dave Fleet

Managing Director, Global Head of Digital Crisis @ Edelman | Integrated Communications Strategy & Crisis Communications Expert
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With the complexity of modern crisis responses, including functions such as marketing that have often been left on the fringes of crisis comms is critical given their role as gatekeepers to critical digital channels - both in order to reduce friction during a real crisis, and because in those moments, a gap in understanding of objectives can critically hamstring a response.

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Mariah Manes

Digital Content Specialist at OpenEye
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One thing I have found helpful when determining the tone/voice of the company is to ensure there is also a tone/voice when replying to those on social media who may have an issue (or, simply, trolling) with the company. If there is a list of possible prompts and answers that include this level of tone (professional, fun, humorous), then it's likely you will start with the same tone when producing a more personalized note rather than responding as a robot would or out of character for the company.

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3 Establish communication channels and protocols

The third step is to establish communication channels and protocols for your social media crisis team. You should have a dedicated platform or tool that allows you to communicate internally and securely, such as a group chat, a conference call, or a project management software. You should also have a clear protocol for how to escalate, report, and approve information and messages, such as a checklist, a flowchart, or a template.

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4 Prepare response strategies and messages

The fourth step is to prepare response strategies and messages for each potential crisis scenario. You should have a general framework that outlines the goals, tone, and timing of your response, as well as specific messages that address the facts, the emotions, and the actions of your audience. You should also have a contingency plan that covers the worst-case scenarios, such as a legal action, a media inquiry, or a viral backlash.

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Jake McLeod

Head of UK Digital Crisis at Edelman
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Response strategy needs to start not with "what do we say" but "who are we communicating to and what are their expectations of us?" Starting there will mean we can craft tailored messages - built around one central truth - that is unique to each audience's preferences and needs (pref for longform content over video, specific focuses of the messaging, geographical nuances etc). Spending time when not in crisis to map out your audiences, the channels that reach them, and the owners of those channels can be very helpful in saving time in a crisis, meaning you can respond quicker.

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Jordan Tennenbaum

Head of Social Media - Talkdesk
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In my experience, relying on more senior members of the marketing/PR team to craft the perfect message is preferred, unless they are unable to, and the situation requires IMMEDEATE attention.

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Dave Fleet

Managing Director, Global Head of Digital Crisis @ Edelman | Integrated Communications Strategy & Crisis Communications Expert
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Trying to map out every single scenario is a fool's errand - you could sink endless resources into trying to capture everything. Companies need to scenario-plan for key scenarios, but must also map out the decision-making process for long-tail situations that occur beyond the top tier scenarios.

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5 Monitor and measure the situation

The fifth step is to monitor and measure the situation on social media and other relevant channels. You should use tools and metrics that help you track the volume, sentiment, reach, and influence of the online conversations, as well as the feedback, engagement, and conversion of your audience. You should also use tools and metrics that help you evaluate the effectiveness, efficiency, and impact of your response, such as the resolution rate, the response time, and the reputation score.

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6 Learn and improve from the experience

The sixth step is to learn and improve from the experience of dealing with a social media crisis. You should conduct a post-crisis analysis that reviews the causes, consequences, and lessons of the situation, as well as the strengths, weaknesses, and opportunities of your plan and team. You should also collect and document the best practices, insights, and recommendations that can help you prevent, prepare, and respond to future crises.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dave Fleet

Managing Director, Global Head of Digital Crisis @ Edelman | Integrated Communications Strategy & Crisis Communications Expert
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Planning is important, but training and simulations are critical too. If the first time a team encounters a major crisis is during a live situation, the best laid plans won't hold together for long.

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What are the steps for a social media crisis response plan?

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1 Identify potential crises

2 Assign roles and responsibilities

3 Establish communication channels and protocols

4 Prepare response strategies and messages

5 Monitor and measure the situation

6 Learn and improve from the experience

7 Here’s what else to consider

Social Media Measurement

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