How to take control when Crisis hits your brand in the Age of Social Media
By Nnanke Harry Willie
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffett
“Be Prepared!” That famous motto of the Scouting Movement never rang truer than in today’s digital and social media age. In today’s hyper-connected world, where a single tweet can unravel a brand’s reputation and a TikTok video can shape public opinion faster than any press conference, being prepared to handle crisis management is now just as important as being prepared for fire hazards in your home and office.
This write-up not just presents fire-fighting options, it also offers you comprehensive insurance towards keeping your brand safe from the dangers lurking in the social media space against your prized brand image.
These days, brands don’t just sell products or services; they sell trust, emotion, and perception. And when a crisis hits, especially on social media, that trust can erode in real-time if not managed decisively, smartly…and quickly!
“Your most unhappy customers are your greatest source of learning.” — Bill Gates
Know Your Crisis: Not All Fires Burn the Same
Just as needs are different, every brand crisis is different, and the response must be tailored. There’s no one-size-fits-all solution. Here are the most common types and how to handle each:
a) Customer Complaints on Brand Deliverables
These are the most common. A delayed service, defective product, or poor customer support can explode online. Brands must:
- Acknowledge complaints fast.
- Show empathy.
- Provide tangible resolutions.
- Leverage positive ‘closures’
Example: When a food delivery company delayed orders during a busy holiday, they issued heartfelt apologies, offered credits, and revamped their logistics — while communicating each step live.
b) Deliberate Enemy Attacks
Sometimes, attacks come with a motive — sabotage. These could be ex-employees, aggrieved partners, or rogue insiders spreading discontent.
Response: Don’t lose your cool! Investigate swiftly, avoid a social media back-and-forth, and use official channels to state facts.
c) ‘Guerrilla Warfare’ by Competitors
Some competitors won’t play fair. They plant fake news, videos, and reviews, manipulate SEO, or launch troll campaigns.
Response: Don’t get in the mud! Get a relevant tech expert to dig evidence and expose dubious smear campaigns, engage legal counsel if necessary, and reinforce your strengths in public communication with convincing evidence.
d) False Narratives & Fake News
This is the age of misinformation. Fake screenshots, edited videos, or AI-generated content can distort the truth.
Response: Debunk the false narrative swiftly and firmly. Counter with verified facts and timestamps. Share evidence publicly but avoid emotional tones.
“A lie can travel halfway around the world while the truth is putting on its shoes.” — Mark Twain
e) Hired ‘Mercenaries’
Common in political campaigns, but increasingly seen in business, influencers or trolls are paid to damage reputations.
Response: Discredit the campaign by leveraging respected voices in your industry to speak up. Authenticity beats noise. Ensure that your response gets as viral as the offending campaign
f) Brand Owner Misstep
A brand ambassador or CEO says or does something controversial. Think Elon Musk tweets or celebrity meltdowns. Sometimes it could be an over-reaction or inappropriate response to a complaint or a denigration comment.
Response: Halt the diatribe immediately! No one wins laurels for showing how angry they could get. Don’t defend the indefensible. A sincere apology, accountability, and corrective action can save the day.
Prepping Your Brand: Always Be Ready for Battle
Reputation management is proactive, not reactive. Here’s a step-by-step guide:
- Have a Crisis Communication Plan
Include scenarios, internal protocols, and designated spokespersons. - Monitor Conversations 24/7
Use tools like Brandwatch, Hootsuite, or Sprout Social to detect early signals. - Build a Response Matrix
Classify issues as minor, moderate, or severe — and assign corresponding action steps. - Maintain Brand Consistency
Your tone and messaging should remain calm, clear, and on-brand, even in chaos. - Empower Your Frontlines
Customer service reps must be trained to handle online outrage with tact and should avoid acting like BOTs.
“In crisis management, credibility is the currency. Without it, you are bankrupt.”
The Flutterwave Example
Before the Crisis:
Flutterwave, Africa’s leading fintech startup, had been riding high on global acclaim and aggressive market expansion.
During the Crisis:
In early 2023, allegations surfaced on social media claiming the company’s platform had been compromised, with reports of unauthorized transactions and a breach of trust.
The topic exploded on X and LinkedIn, with tech influencers and disgruntled users demanding explanations. The silence from the company for the first 24 hours worsened speculation. Rumors of customer funds being stolen added fuel to the fire.
Crisis Management Actions:
- Swift Denial and Assurance: Flutterwave eventually issued a detailed press release and follow-up social media posts, stating no customer funds were lost and that attempted hacks were blocked.
- Technical Clarity: The brand shared specifics — including IP addresses and timestamps of attack attempts — to show transparency.
- External Validation: They brought in third-party security firms to audit and confirm the integrity of their systems.
- Customer Engagement: Direct messages were sent to customers, and community support teams were empowered to respond on all platforms.
Aftermath:
Though the brand initially stumbled, its quick pivot to transparency and customer engagement helped it regain trust. The fintech community largely backed Flutterwave, and their proactive security posture since then has become a public talking point in investor relations.
The Dos and Don’ts of Digital Brand Crisis Management
DO:
- Respond swiftly.
- Acknowledge mistakes.
- Control your narrative.
- Use video to humanize responses.
- Apologize when necessary.
DON’T:
- Delete comments (unless they are abusive or fake).
- Argue emotionally online.
- Ignore the issue, hoping it fades.
- Blame customers.
- Be vague or corporate-speak heavy.
“In the age of transparency, honesty is your competitive advantage.” — Patrick Lencioni
Bonus Tip: Build Brand Equity Before Crisis Hits
The best crisis management platform is a strong brand equity. When your brand consistently delivers value, goodwill becomes your buffer.
Case in Point: During a major PR crisis, Nike took a bold stand on a political issue. While some customers protested, their loyal base doubled down in support — because the brand had long built emotional equity with its audience.
Conclusion: Be Calm. Be Clear. Be Credible.
In an age where virality can be either a blessing or a curse, your brand must be both vigilant and visionary. A well-managed crisis can actually enhance your brand if handled with transparency, speed, and empathy.
“Reputation is what people say about you when you’re not in the room.” — Jeff Bezos
So the next time a crisis knocks on your door, don’t panic — prepare, perform, and protect your brand.
Final Word:
Engage an external reputable perception management professional or Agency on a retainer, even if your organisation has a highly rated in-house team. There’s a reason medical doctors have their own doctors and are also discouraged from treating close family members, especially for critical illnesses.
Nnanke Harry Willie is a respected Brand Management Consultant and Publisher/Editor-in-Chief of BRANDECONOMY
