Social Media Reputation Crisis Management — Rapid Response Protocol
Complete crisis plan with response protocols for brands to handle viral attacks, fake news, and controversies on social media.
Prepare brands and professionals to manage social media reputation crises with agility and efficiency, minimizing reputational damage and turning crises into trust-building opportunities.
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Prompt objective
Prepare brands and professionals to manage social media reputation crises with agility and efficiency, minimizing reputational damage and turning crises into trust-building opportunities.
Real use case
Sabor & Arte restaurant chain (15 locations in Brazil) faced on a Friday afternoon a viral TikTok video showing an alleged unsanitary situation in one of their kitchens. Within 6 hours the video had 2 million views, the chain's name was trending on Twitter/X, and Instagram complaints exploded. The marketing team panicked and didn't know what to do.
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Prompt
Create a complete social media reputation crisis management protocol for [BRAND NAME], in the [INDUSTRY] sector, with presence on [PLATFORMS]. **CRISIS LEVEL — Classify Before Acting:** - **Level 1 (Incident):** Single customer complaint, isolated negative comment → Respond within 2h, escalate to L2 if unresolved - **Level 2 (Problem):** Multiple negative comments about the same issue, coverage on blog or complaint site → Respond within 1h, assemble crisis team - **Level 3 (Crisis):** Viral video or post (>100k views), media coverage, trending topic → Respond within 30 min, activate full protocol - **Level 4 (Severe Crisis):** Legal or criminal matter, physical harm to consumer, regulatory action → Do not post anything without legal approval, activate institutional spokesperson **L3/L4 PROTOCOL — First 3 Hours (Critical):** **Hour 0-0:30 — Containment:** - [ ] Identify and capture screenshots of all negative content (don't delete yet) - [ ] Classify crisis level (1-4) - [ ] Notify: CEO, legal, communications, platform managers - [ ] Assemble war room (specific WhatsApp group): decision-makers only - [ ] Pause ALL scheduled posts on social media - [ ] Activate real-time monitoring: Google Alerts, Mention.com, or Brandwatch - [ ] Do not delete the original post (unless illegal) — deletion usually worsens the crisis **Hour 0:30-1:30 — Assessment:** - [ ] Verify the truthfulness of the accusation/situation - [ ] Gather internal factual information (who, what, when, where) - [ ] Define the true narrative (what actually happened) - [ ] Decide: acknowledge the problem or refute with evidence? - [ ] Draft first public statement **Hour 1:30-3:00 — First Positioning:** - [ ] Publish initial note on social media (even without all answers) - [ ] Format: acknowledgment > concern > commitment to investigate > timeline for return - [ ] Never lie, don't promise what you can't deliver, don't blame the customer - [ ] Respond to the original video/post (if on third-party platform) with the same positioning - [ ] Prepare FAQs for support team to answer repeated questions **RESPONSE TEMPLATES BY CRISIS TYPE:** **Template 1 — Product/Service Issue:**
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