Social media allows brands to reach millions, engage with audiences, and build trust in ways that were unimaginable a decade ago. However, while it is an invaluable tool, it can also open up risks, especially when public opinion can shift in seconds due to viral posts, unexpected events, or misunderstandings. A single comment can trigger a full-blown crisis that quickly snowballs, damaging brand reputation and customer trust. 

Here at Bigg, we help clients across diverse industries establish strong foundations for their social media strategy, so that they are prepared to handle challenges effectively. With proactive planning, brands can avoid, or at least minimise, the impact of crises, positioning themselves as transparent, responsible, and committed to their audiences.

The Importance of a Social Media Crisis Plan

In times of crisis, people look for brands that they trust. This trust is hard-earned but can quickly be lost if issues are handled poorly. A social media crisis plan offers several key benefits:

Protects Brand Reputation: A well-executed plan helps brands manage the narrative from the beginning, reducing the chance of misunderstandings that could tarnish their image.

Builds Customer Trust: Customers appreciate when brands are honest, transparent, and address concerns proactively, as shown by recent trust surveys by Edelman: 

Ensures Consistent, Timely Responses: With a plan in place, brands can respond quickly, maintaining professionalism and control even in fast-paced situations.

Prepares Teams for High-Stress Situations: Crisis response can be chaotic, but prepared teams are better equipped to handle pressure and prevent escalation.

At Bigg, we view crisis preparedness as essential to a well-rounded social media strategy. With clients in sectors like eCommerce, automotive, food & drink, and health & fitness, we’ve seen first-hand how essential it is to protect brand reputation and customer relationships during times of high stress.

Steps to Develop a Social Media Crisis Plan

Identifying Potential Crises

The first step is to anticipate the types of crises that could arise. These will vary by industry and brand, but often include:

Customer Complaints: Issues with service, delivery, or product quality can go viral if not addressed promptly.

Product Failures: Safety issues, recalls, or product malfunctions can damage a brand’s reputation.

Negative Media Coverage: Media stories or influencer backlash can cause public perception to shift quickly.

Employee Actions: Missteps by employees, such as insensitive comments or unprofessional behaviour, can reflect poorly on the brand.

Consider previous incidents, both within your organisation and competitors, to understand what can go wrong. By identifying potential crises in advance, you can be better prepared to address them if they do happen.

Setting Up a Dedicated Response Team

A swift, cohesive response is essential during a crisis, which is why having a dedicated team is critical. This team should include key roles:  decision-makers for approving approaches and messages, social media managers to post updates, customer service representatives to handle queries, and PR experts to shape the broader message.

Bigg can assist by offering comprehensive social media management or advising your internal team on best practices if you prefer to handle crisis situations in-house. We tailor our support to your needs, ensuring a resilient and effective response structure.

Establishing Clear Guidelines and Response Templates

Guidelines are crucial for ensuring that responses are consistent and appropriately toned. Here are some key components of an effective guideline set:

Tone and Voice: The tone should be empathetic, professional, and appropriate for the situation. This may vary depending on the severity of the crisis.

Approval Protocols: Responses should go through a quick but effective approval process to minimise delays and avoid inadvertently worsening the situation.

Escalation Procedures: There should be clear guidelines on when to escalate issues to higher management.

Pre-prepared message templates are invaluable for speedy response and resolution. When a crisis arises, your team can modify these templates as needed rather than drafting brand new responses under pressure. If you entrust managing your social media strategy to Bigg, our team of experts will gladly work with you to create a library of templates tailored to your brand’s voice and values. 

Examples of Brands Effectively Managing Crises

Real-world examples provide valuable lessons in crisis management. Here are two instances where well-known brands handled challenging situations successfully:

KFC’s Chicken Shortage Crisis Management

In 2018, KFC faced a major PR challenge in the UK when a supply chain issue left many locations without chicken, forcing temporary closures. The KFC team responded swiftly and creatively by launching ads that rearranged their iconic logo to spell “FCK”, which humorously acknowledged the issue and apologised. They kept customers informed through social media and their website, providing frequent updates on chicken availability.

KFC’s transparency and creative response resonated well with the public. By embracing honesty, humour, and regular communication, they defused potential backlash and maintained brand loyalty. This approach underscored KFC’s commitment to brand consistency, a customer-centric approach, and effective crisis management – earning them praise and admiration rather than criticism.

Starbucks’ Response to Racial Bias

Starbucks faced a crisis when a controversial incident involving racial bias occurred in one of their stores, triggering public outrage. In response, Starbucks took immediate and transparent action by publicly apologising and announcing the temporary closure of all US stores for a day of racial bias training for employees. This move demonstrated their commitment to inclusivity and accountability.

Starbucks used social media to keep the public informed of their steps to address the issue, reinforcing trust through transparency. The brand’s quick and values-aligned response not only helped to defuse tension but also demonstrated a customer-centric approach, reinforcing loyalty and respect among their customer base. This response highlighted Starbucks’ dedication to maintaining its brand values, communicating openly, and taking a proactive approach to managing and learning from crises.

Aldi’s #FreeCuthbert Triumph

Aldi UK’s response to a lawsuit from Marks & Spencer over its Cuthbert the Caterpillar cake is a standout example of clever social media crisis management. Rather than responding defensively, Aldi’s team launched the #FreeCuthbert campaign on Twitter (now X), using humour and witty commentary to turn the situation into a viral moment. By keeping the tone lighthearted and relatable, Aldi drew positive engagement from followers who enjoyed the brand’s playful approach to the legal dispute.

In a further move to win public support, Aldi connected the campaign to a charity fundraiser, demonstrating corporate responsibility and enhancing goodwill. By balancing transparency, humour, and social impact, Aldi effectively turned a potential crisis into a brand-boosting opportunity, reinforcing customer loyalty, acquiring new customers, and drawing attention to the brand’s fun, community-focused image.

Tips for Monitoring Social Sentiment

Crisis planning also involves actively monitoring public sentiment to catch potential issues early. A proactive approach allows brands to respond to emerging concerns before they develop into larger crises.

Use Social Listening Tools

Social listening tools like Sprout Social, Hootsuite, and Brandwatch enable you to monitor brand mentions and analyse the sentiment behind them. These tools can highlight negative mentions, allowing you to assess whether a small issue is gaining traction.

Monitor Competitor Crises

Observing how competitors manage crises can offer insights into trends, public reactions, and best practices. This awareness allows you to adjust your crisis plan based on real-world events.

Engage Regularly with Customers

Responding to comments and inquiries promptly demonstrates attentiveness and care. By engaging regularly, you’ll be better positioned to catch complaints or concerns early on, and customers are more likely to reach out directly rather than airing grievances publicly.

Regularly Review and Update Your Crisis Plan

Social media platforms and consumer expectations evolve over time, so it’s essential to review and update your crisis plan periodically. Conducting quarterly reviews and revising the plan based on recent experiences and industry developments will keep it relevant and effective.

Ensure Your Brand is Prepared for Anything with Bigg

No brand is immune to the potential of a crisis, but those with a solid social media crisis plan can manage challenges with agility and confidence. Proactively addressing issues, maintaining transparency, and putting your customers first will not only help protect your reputation but can even strengthen relationships during challenging times.

At Bigg, we understand that a solid digital strategy needs to be adaptable and resilient. Whether you’re looking for comprehensive social media management, want to implement social listening tools, or simply need support with content creation, our team is here to enhance your brand’s online presence. From strategic social planning to monitoring engagement, we’ll ensure your social channels are ready to handle whatever comes your way. Reach out today to learn how Bigg can support your brand in staying strong and responsive across all social platforms.