Strategic Guide to Social Media
Crisis Management for Businesses

There is no way to predict when a social media crisis will occur on your company’s social media page. One day you could be going about business as usual and then the next, you are being bombarded with queries and comments and you have no idea what to do. 

While it would be ideal for us to never have to experience a social media crisis, the truth is, this can happen to anyone at any time and the best thing you can do is ensure that you have a plan in place that is actionable and will limit the impact. In other words, it’s better to have a plan and not need one than to need a plan and not have one. 

That being said, the $99 Social team developed this guide to social media crisis management and thought that this would be of value to you and your team.

The first thing to consider is prevention.

Yes, we did state earlier that crisis can happen overnight. However, it is less likely for a crisis to occur if you are constantly monitoring comments and messages on your business’ social media page. If you are a small to medium-sized business, with a small team this means that you need to have your social media connected to a device that you use often so that as things pop up, you are able to address them. Keep your ears to the ground so that you can be aware of increasing concerns and respond to them promptly. A prompt response also speaks volumes about your company’s brand and the value placed on customer service and retention.

Another way to keep updated with the performance of your business’ social media is to use social listening tools that will also be able to give you an in-depth analysis of your company’s reputation. Using these tools, you will not only be able to keep track of your company’s growth, but you may also find new opportunities.
Strategic Guide to Social Media Crisis Management for Businesses

To be clear, a social media crisis is a negative deviation from the norm that results in a significant increase in negative feedback.

Large companies deal with social media crises all the time and have developed campaigns to re-engage their target market and create trust once more. As a small to medium business, you most certainly may not have the budget to get this going but you want to be able to take a page from their book in order to handle the situation gracefully and get back to serving your customers. 

Strategic Guide to Social Media Crisis Management for Businesses

As such, if you have come to the realization that your business’ brand is under attack on social media, here is what you need to do.


Do not try to avoid responding because you believe that the issue will go away on its own. It won’t. Respond early, even if it is just to say that you are looking into the issue and will get back with a more appropriate response and solution. Respond so people know that they are heard. This is a quick way to settle the noise while you get a handle on things.


It is essential to try and determine what the cause of the uproar is and move hastily to get it resolved. Many times, it can be something as simple as not following up after a sale or even something more detrimental such as failed quality control. Mistakes happen all the time, and that is okay. It is, however, imperative to get accurate information in order to determine the most appropriate solution. With the correct information, you will then be able to strategize a plan for the way forward.

3. Resolve through Communication

Once you have your strategy in hand, spend time to craft your response before publishing. Depending on the severity of the problem, the response may need to come from someone higher up on the chain of command to convey authority and that the matter is being taken seriously. Even if there is nothing that can be done, an acknowledgment of this as a learning opportunity is essential to bounce back and continue to build your company. 

The world as we know it is changing rapidly. As a small to medium business, your every move is being watched and we all know that word of mouth is the gift that keeps on giving. As a reseller with $99 Social, you will have access to a posting platform that will allow you to keep a pulse on what is happening in your client’s social media world. 

As we move through the Covid-19 Pandemic, we also understand that you may be in need of other tools that will help your business to grow and thrive through these difficult times. We partnered with specialists in the business development space and wanted to share this resource with you. This additional resource should also help you to develop a social media crisis management strategy, should you ever need one.