Navigating The Digital Town Square: How To Manage A Social Media Crisis

This article was originally published at Forbes.com.

No matter how well you run your business or organization, you will at some point in time face a crisis that requires a thoughtful, well-coordinated crisis communications plan. As you might imagine, your owned social media handles are important to executing this plan and connecting with your target audiences. 

But what happens when the crisis itself unfolds on one of those online spaces? We'd like to share some important considerations for managing conflict in the digital town square, as it were. 

Know When to Respond to a Social Media Crisis 

Our work alongside commodity groups, electric distribution cooperatives and for-profit businesses in the ag, energy and rural lifestyle sectors has taught us that listening is key to effective communication. Assigning members of your communications team to monitor online activity using a social listening tool is a good place to start. Make sure you're aware of what is being posted to your own channels in the form of comments, but don't forget to listen to what folks are saying in other spaces as well. 

Once you've put your ear to the ground, knowing when to respond becomes perhaps equally important as knowing what to say in response. A one-off comment from someone outside your organization may not merit a response, whereas a litany of stakeholders who are spreading misinformation deserves your full attention. Having a plan in place in advance helps you evaluate online chatter in a deliberate manner.’ 

Triggers for a response from your organization might include: 

• Volume: The number of people engaging negatively about a post 
• Duration: The amount of time a negative post remains in the online conversation 
• Distribution: Whether the post is isolated to a small group or is spreading to other social media tools, news media or word of mouth 
• Accuracy: Whether the crisis is centered around something that is true, as opposed to a false narrative that needs correction

"Knowing when to respond becomes perhaps equally important as knowing what to say in response." 

Determine an Appropriate Response Based upon the Facts 

When you determine to address social media backlash, it's important to always stick to the facts. Do your best to provide your target audience — and anyone who might engage with your target audience — with prompt, accurate information to help steer people clear of false narratives that can so easily be perpetuated on social media. If a stakeholder is upset about a decision made at the cooperative's annual meeting, you can gently assert that it was a democratic process and that the decision received a majority of member votes. 

At times, a social media crisis stems from a post that is inconsistent with your organization's established brand. It may be a joke that was poorly timed or misunderstood by your audience. It may be a marked change in tone and approach. In these cases, it is important to acknowledge what happened, apologize for the error or misunderstanding, and then reassert your organization’s values. State those values explicitly, and point to your own track record that proves what you’re saying is true. 

Remember that you can only control so much online, and sometimes troll-like behavior just needs to be ignored. You also have the option of conducting personal outreach when a crisis needs to be addressed. If a disgruntled stakeholder is a known entity, it's entirely reasonable to request a meeting to help explain the situation. People often post angry comments online because they want to be heard; offering a personal meeting when and where appropriate can go a long way toward that end. 

Keep Calm and Carry On 

Whenever a social media crisis arises, remember that this too shall pass. We live in a fast-paced media cycle, and people will gravitate from one hot-button issue to another to another. By taking time to listen, then evaluate when and how to respond — always with facts and helpful information — you will be able to maintain a strong, effective presence online. 

Want help building out a plan for managing a crisis threatening your organization or business? Send us an email at hello@paulsen.agency or call 605-336-1745, and let's get moving.