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.
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