Your brand’s reputation is an important asset — know what it’s worth.
No brand is perfect. Mistakes happen. But in the age of social media, a small misstep can turn into a full-blown crisis within hours. If your brand is under fire, how you respond can mean the difference between a temporary setback and lasting reputation damage.
And having a solid brand crisis strategy or a consultant you can call when a crisis emerges on social media is invaluable to any brand.
Throughout my career as a Head of Brand and Social I've managed 100s of brand crisis scenarios — some with a minor impact and some massive $100M+ impact. And here's my best tips for brands navigating scenarios:
- Listen – Listen to Those Impacted – Don’t just react—listen. Acknowledge the voices of those affected and show that you understand their concerns.
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Acknowledge Immediately – Don’t go silent. Silence is in itself a response. Address the issue quickly before the narrative spins out of control.
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Own the Mistake – No deflections, no excuses. Admit what happened and take responsibility and accountability.
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Apologize Sincerely – A real, human apology—none of the “We’re sorry if you were offended” nonsense.
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Clarify the Facts – Correct misinformation, but don’t downplay the real issue. Transparency builds trust.
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Outline Immediate Actions – Explain what steps you're taking right now to fix the problem.
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Commit to Long-Term Change – Show how you’ll prevent this from happening again (policy changes, training, etc.).
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Engage, Don’t Hide – Answer questions, respond to concerns, and show up where the conversation is happening.
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Use the Right Messenger – CEO/Founder or leadership should step up if it’s serious. A social media intern shouldn’t carry this alone. If possible meet with those impacted by your brand directly and 1-1.
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Monitor & Adapt – Keep an eye on sentiment and adjust messaging as needed.
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Follow Through – If you promise change, deliver. The internet doesn’t forget empty promises.
Note: This blog is copyright of The Brand Audit. We would love you to share this content, but please always credit any ideas shared to Christina Minshull or The Brand Audit. Unauthorized copying is a violation of intellectual property law and may result in legal action.
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