Career, Sin categoría

Manage a Digital Crisis like a pro

The digital era has taught us many things, among them that a crisis can arise immediately. What can be a comment in a photo, can become a publication in a newspaper, what can be a 140 character tweet can become a federal investigation.

Everything that we do in social media or a digital platform in a personal or professional way can be used for or against us. That is why I think this article is really relevant and important. I want to help you avoid falling into crisis and if you are in crisis, I will teach you how to handle it, both from the business point of view and as an individual.

To manage or avoid a crisis, the most important thing is to establish possible crisis scenarios and establish a plan for each of them. Preparation is key so that a problem does not turn into a crisis. For a business, I recommend to create a crisis management plan by a PR specialist.

Possible problems in the digital platforms that could turn into a crisis and how to manage it:

Bad review or comment

  • Don’t delete the comment or bad review
  • Read carefully
  • Don’t respond in a bad manner, always respond with respect
  • Try to find a solution
  • If needed, try to respond privately
  • If its a person that just want to comment without facts or relevant information, ignore it; don’t give attention to spammers
  • Apologize if its needed, humility always wins
  • Compromise for a better service

Bad photo publication

  • Don’t ignore
  • Analyze the photo and search for information about what happened
  • Choose different responses and analyze different scenarios
  • Write privately to the person and try to give a solution
  • A photo is almost like a fact, choose your actions carefully

How to prepare:

  • Have basic responses for different scenarios
  • Establish a company digital guidelines
  • Hire a professional to do the responses
  • Have a call center
  • Block offensively words
  • Establish rules on social media platform
    • Example: In the About section you can write:

      “We reserve the right to block users that may harm the company’s vision.”


  • Blaming others or blaming customers (even if you are right)
  • Ignoring customer’s reviews about a recent service
  • Responding without the information of what happened
  • Jump into conclusions
  • Respond offensively
  • Delete a comment (this could make it worse)
  • Give too much information

Basic responses:

  • “We are sorry, please let us know how can we make it up to you”
  • “Hello Rosa, we would like to talk to you, your complain is important to us”
  • “Thank you for your review, we will analyze and take action on it.”
  • “We are very sorry to hear your complain, we would like to know more information, please call us at 888-888-8888”

Facts you need to know

  • The internet have 4.4 billion users.
  • 46% of online users are counting on social media before making purchase decision.
  • Social media users are willing to pay a 21% premium for brands that deliver great service through social media.
  • 63% of customers actually expect companies to offer customer service via their social media channels.



Don’t wait until you’re in a crisis to come up with a crisis plan.

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