This document outlines different levels of crisis severity for social media crises and recommends appropriate responses. A level 5 or "blackout" crisis involves complete business disruption due to intense media scrutiny after management resigns or leaves the country in response to the crisis. Level 4 crises are "highly intense" and involve urgent media demands for information, anger or outrage from groups, and live media coverage of the situation. The recommended response is for a CEO statement acknowledging responsibility and providing an action plan. Level 3 crises involve growing local media attention and affected parties speaking to the media, requiring consistent internal and external messaging and resolution for affected parties. Lower levels involve slower media coverage, potential rumors, public awareness but little attention requiring monitoring and cal

1. SOCIAL MEDIA CRISIS: LEVELS AND RESPONSES
LEVEL CRISIS CHARACTERISTICS RESPONSES
5
BLACKOUT
 Management have been detained, resigned or left
country.
 No recommended response until new
leadership is appointed.
 Intense scrutiny of media has caused complete
business disruption.
 Crisis has reached a point where any engagement
with the media will worsen situation.
4
HIGHLY
INTENSE
 Media have immediate and urgent need for
information about the crisis, fatalities, injured,
missing.
 CEO/spokesperson may need to hold
press conference and provide statement
of empathy/caring for fatalities, injured,
missing or inconvenienced and their kin.
Acknowledge failures, be transparent
with action plan. Light up dark site.
 One or more groups or individuals express anger or
outrage through rally, boycott or protest.
Community and stakeholders voice concerns.
4As: 1. Assure: calm fears, show you care,
2. Accept & Acknowledge 3. Apologize:
(But only if you have to) and be specific
4. Act – fix it.
 Broadcast, print media appear on-site for live
coverage.
 On-site spokesperson provided with
messaging. Record and edit interview for
social media channels.
 Social media rife with theories and rumours.  Respond in kind for specific social media
channels. Correct inaccuracies. Be
consistent in messaging on all media.

2. 3
INTENSE
 Crisis causes growing attention from local media.
Online media sites post reports.
 Respond with online press statement
and timely updates on social media
channels. Speak to editors to bargain for
time, if required.
Media contacts non-staff for information about the
crisis.
Get ahead of rumour mill with accurate
messaging. Monitor social media
channels and respond appropriately.
 Stakeholders, service providers and community
partners need updates.
Provide consistent external and internal
messaging.
Affected and potentially affected parties are likely to
talk to the media.
Provide affected parties with satisfactory
resolution.
2
MODERATE
 Situation/crisis may/may not have occurred; it is
attracting slow, but steady online media coverage.
 Monitor closely, prepare holding
statement. Dispel rumours, if any.
 External stakeholders receive media inquiries.  Provide facts and consistent messaging.
 The public at large is aware of the situation/event
and it is attracting a little attention online.
 Calm fears, neutralize anxiety with
appropriate online responses.
1
NEUTRAL
 Situation/crisis attracts little or no attention.
Commenter/blogger has few followers.
 Can ignore but provide guidelines
reminder to commenter/blogger, if
required.
 No media enquiries are received.  No response required.
 Public is virtually unaware of situation/crisis.  Monitor for eruptions.
0
ALL GOOD
 Positive comments and feedback.  Say thank you, show gratitude publicly.
 Community is self-policing, respectful.  Doesn’t require stringent monitoring.