It´s here! So what should I do?
Don´t panic. Take a breathe.
Cooperate. Brief every teammate. And track channels
What really happened?
How serious it is?
Listen up. Monitor your influencers.
Position your business.
Pick right channels.
Spread the message and react if needed.
Crisis communication is not a
solution, it is a tool.
Premise No. 1: There exists the crisis and
solution to the crisis. If we do not have a
solution and answers, we do not have anything to
Do you want to master crisis
communication on social media
Learn from your relationships. Think of social
media and of your customers like thinking in a
I'll tell you what I have learned from my relationships
(and probably you will find out that you know the
1. Let go of the accidental swipes-to-
1. Red Cross
• What is the worst marketer nightmare? Personal tweet on the company's
• Tweet from @RedCross went like : “Ryan found two more 4 bottle packs
of Dogfish Head’s Midas Touch beer… when we drink we do it right
• Red Cross respond with transparency, humor and good grace.
• Red Cross acknowledged the tweet went out, deleted it, and explaining it.
They turned a potentially harmful tweet into an opportunity for
1. Let go of the accidental swipes-to-the-
• Lesson learned: You’re life is not actually
destroyed because you accidentally swiped left
when you meant to swipe right. You can make
mistake. Be honest with your fans/followers.
Social media folks are forgiving.
2. Know which phrases to avoid
(and please, don´t use them).
• Nestle said: Nestle fans, don't use an altered version of the company's
logo as your profile pic, or your comments will be deleted.
• The reaction: Don't tell us what to do!
• Nestle's response: The logo is our intellectual property. This is our page,
we set the rules. You don't like it? There's the door.
• The problem here isn't Nestle is trying to police its Facebook page, but
Nestle's response to people who didn't like the initial statement.
2. Know which phrases to avoid (and
please, dear god, avoid using them)
• Lesson learned: Be always polite. No need to
play it cool, apologize when you should to. Do
not just talk, do it. Respond even tough
questions. Understand the other side of the
problem. Avoid certain formulations. Be fully
competent and familiar with the issue.
• Every fan deserves you to provide him a full
3. Domino’s Pizza
• Domino’s Pizza found themselves faced with a crisis-gone-viral.
Back in 2009, before they ever had a social media presence,
two employees of franchise uploaded a video to Youtube of
themselves doing disgusting things to a sandwich.
• The video instantly went viral and Dominos Pizza was launched into
a full social media crisis.
• They managed to launch a communication strategy that saved their
brand from potential ruins, the results of this crisis were close to a
3. Forget the ego. Say sorry.
• Lesson learned: Always release a first
response, don´t try to stay behing the closed
doors. Silence is not a solution. Customers
wold be horrified you are ignoring the
situation in hopes that it would simply
4. Crisis is not a flu, it doesn´t
disappear by itself.
4. Crisis is not a flu, it doesn´t
disappear by itself.
• Lesson learned: If you are not noticing the
problem, it will escalate until you lose control
over it. Do not ignore your customers, while
you will be dealing with your little crisis by
yourself. The biggest mistake is arrogantly
respond or not respond at all. Sometimes
things goes wrong, that happens. Simply say
you are sorry.
• Amazon moved gay, lesbian, transgendered
and erotic books to the Adult section. On one
hand they say it was a re-categorization error,
but Amazon sent letters to publishers
informing them of the move. That's not
something Amazon can take back easily.
6. Don’t lower your standards.
• Lesson learned: Don´t settle or go for
something you wouldn’t usually be willing to
do. Keep in mind how to act and don’t feel like
you have to compromise.
7. Southwest Airlines
• Southwest Airlines is one of the most
recent example of a big brand who knew
exactly how to handle a crisis through
social media. Quick response time and
open, honest communication on Facebook
and Twitter were key in helping the brand
control the story. They posted just minutes
after the accident, promising updates.
• Most of the comments from fans included
notes of support and appreciation for
Southwest's open communication.
7. Tell me what the problem is.
• Lesson learned: Customers should be informed
about what is going on. If they don´t, they gets
angry and confused. One of the basic
principles of social networking is connecting
friends and sharing. Share too and give your
customers the real feeling that they know
what is happening with the brand.
• DKNY recently found
themselves in an online
situation that very well could
have gone viral, creating a
potential crisis for the
brand. Instead, DKNY handled
the situation promptly,
responsibly, honestly and
8. Do something for the other.
• Lesson learned: Be one of the first to become
aware of the situation, in real-time. Be able to
extinguish this potential fire before it began to
go viral, quickly escalating into a potential
9. Union Street Guest House
• Union Street Guest House in New
York put in place a policy to prohibit
wedding parties from posting
negative online reviews about them.
The policy, stated that newlywed
couples would be fined “$500 for any
negative review posted on the
internet after their special day”.
• “The policy regarding wedding fines
was put on our site as a tongue-in-cheek
response to a wedding many
years ago. It was meant to be taken
down long ago and certainly was
9. Be smarter then your guy.
• Lesson learned: You cannot control what
others say about you online. The only thing
you can control are your own actions. Don’t do
foolish things that will end up costing you way
10. Burger King
• The hacking of the Burger King Twitter feed have
resulted in a good way.
• Hack went on for a couple of hours. Users started
noticing strange tweets coming from the burger chain’s
account, profile picture changed to the McDonald’s and
BK said the company was bought by their rivals.
• The hack was quite fun, so it started to be great news
topic soon. It brought many of new followers soon,
people spread the word.
10. Sometimes crisis can clean the air.
• Lesson learned: Not all social media disasters
have to be catastrophic to the image of the
company they affect and that Burger King
even look to have come out of it
positively. Sometimes you can gain large
numbers of new followers. Your brand could
show the funny/human side.