When something goes wrong, people are now looking to social media for answers. Whether it’s a problem with a product, a public misstep, or something else, your audience will likely head straight to their apps. That’s why social media plays such a critical role in crisis management. At Central Florida Media Group, we help businesses prepare for and recover from moments like these with smart, proactive communication strategies.
Start by Hitting Pause
The first step during any crisis is to stop your regularly scheduled posts. Take a moment to evaluate what’s happening and decide what your audience needs to hear from you right now. Continuing with business-as-usual content can come across as tone-deaf, even if it was scheduled with good intentions. This ideology can be applied to crises on both a large and small scale.
Be Present, Not Perfect
You don’t need all the answers before you say something. A simple post acknowledging the issue and letting people know you’re working on it is often enough to start. Being quiet for too long can erode trust. On social media, your response time matters just as much as your message. For a broader crisis (a natural disaster for example), make sure your post is offering support, showcasing ways to help the affected area, and — no matter what – no sales tactics/promotions. Stick to recognizing the situation and using your platform to direct your audience to ways to help. If it is more local or business specific, don’t ignore the situation and stay present online to engage with your audience.
Speak Directly and With Empathy
In any kind of crisis, your tone matters. Avoid corporate jargon or vague language. Let your audience know you understand their concerns, you care about the outcome, and you’re actively responding. For small businesses especially, showing that there are real people behind the brand can go a long way.
Use Your Platforms to Listen
Social media is not just a microphone; it can be a feedback tool when used correctly. Pay attention to questions and comments coming in, even if they feel difficult. The conversation around your brand can help shape your next step. Being responsive, even with small updates about a situation, helps your audience feel heard.
Plan Ahead So You’re Not Scrambling
If it came with a warning, it wouldn’t be called a crisis. But how do you have a team or plan ready for unprecedented times and unforeseen situations? It is as simple as having a plan in place for if a situation should arise. The key things to keep in mind is knowing (and assigning) who on your team is responsible for reviewing posts, answering comments, and drafting updates. Have an approval flow in place so that you can communicate clearly when it matters most.
At Central Florida Media Group, we work with businesses to build flexible social media strategies that hold up under pressure. When the unexpected happens, we want you to feel ready, not overwhelmed. And when you work with us, you have a whole team who is trained in both social media strategy and public relations. Your response on social media is often the first and most visible part of how your business handles a crisis. With the right plan and a calm, thoughtful voice, you can come through stronger than before.