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Social media crisis planning


In this penultimate post describing the five-stage social media engagement model I outlined last week, I propose a process for escalating the most severe brand mentions.

For most companies, there will come a point where a comment is discovered on social media channels that is so important and so severe that escalation will be required; the single mention that sparks a whole series of internal recriminations. The key to keeping the issue grounded and assessed objectively is to have an escalation procedure in place.

By setting some simple criteria that must be met, you will be able to determine whether an issue requires escalation and, if so, who needs to be involved in resolving it. The criteria will vary from organisation to organisation, but are likely to be based around the following:

  • The influence of the person making the comment
  • The speed at which the comment is being spread around their networks
  • Whether the comment has, or is likely to, attract the attention of mainstream media
  • The number of other people agreeing with the comment or contributing similar experiences
  • The impact of the comment on your company’s reputation

The criteria you choose can be treated individually or in concert (e.g. the person must have high influence and the comment must be high impact). You may even have immediate and trending criteria to pick up both wildfire and slow burn issues respectively. On the basis of these escalation rules, you should be able to easily determine the most important issues that need attention, before they get out of control – at which point you will always be on the back foot, reacting to each new mention.

When it comes to the issue of who to escalate an issue to, try to avoid the default of sending everything straight to the CEO or general counsel. Instead, I recommend you put in place an escalation team consisting of senior representatives from key departments: marketing; communications; sales; human resources; product development; customer support; etc. By doing so, there is a clear and common understanding of the collective responsibilities of the group – as well as a reassurance that the right people are focused on bringing the issue to a satisfactory resolution.