7 Key Tips for your Crisis Manual in Social Media

written by Nekki US on July 28, 2017


Facing those famous troll attacks, knowing how to respond to unsatisfied clients and doing damage control when the competition launches a campaign that has hurt your corporate image are daily situations that Companies have to take on the Internet. The answer for this? A Crisis Manual for Social Media. 

Each time more brands very time more brands professionalize their social media management to assure a better presence and reach for their existing or potential clients on the Internet. Nonetheless, how many of them an elaborate crisis manual in their digital strategy? Not many. Content Strategy and acquiring a big reach usually plays the protagonist role while harboring a damage control manual for the brand is left behind.


Many factors determine this necessity for a manual crisis. For example:

Web Presence: Being exposed to millions of users increases the risk of disclosure content spreading our rapidly

Brand Remembrance: Negative aspects are remembered more than positive ones

Clients: Unhappy clients can potentially make their complaints about a service or product go viral

Troll Presence: This term is used to refer to people that publish instigating messages on various websites such as blogs, forums, social networks, chat rooms, etc. These people make non-constructive, irritable posts with the intention to provoke, nag or criticize. Usually, these people have no other intention than to go against opinion

Plenty huh? So, how to counteract this?


Here are 7 key tips to have in your crisis manual in social media:

1. To single out your manual:Because there’s no rule or universal recipe for a crisis manual on social media, every company has its own characteristics because of the antiquity of the brand, its business model, type of service, the size of the company, etc. So analyze what your company needs to watch out for first.

2. Identification:Where was it originated? To make a fundamentally informed decision once crisis strikes, analize and monitor the reach of the crisis, be on top of its increase or decrease and find out where the negative mentions of the brand are coming.

3. Response and Evaluation:Must be regulated under the action protocol first, or even analyzed by a crisis committee, if such exists. What’s important is that it must be made swiftly, securely and with transparency. ¿How was the response reception of the users? In the same manner, that following action must be evaluated too.

4. Common Cases:You might see a pattern with certain cases. These common situations must be written down in the manual with their measures of action, in order to neutralize them fast. At this point, an incident journal would be very useful.

5. Monitor: A study of the situation must exist, so you know its evolution until social media is normalized.

6. Crisis Report: Once actions are executed, a crisis report is necessary, explaining how big was its impact and what mesures were adopted, detailing its effectiveness.

7. Apprenticeship: Each crisis experience is a chance to learn and know how to act in front of future actions.


If you still lack an effective crisis manual in your digital strategy, Nekki Communications can design the right one for your company. If you want to know more about our services, write to us at info@nekki.cl and visit us at www.nekki.cl

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