1. Social Media Crisis
Management Guide
Izhar Buendia
Henderson State University

2. –Microsoft
“ Social media can help build
reputations or wreck them.”

3. Reputation Repair
“An estimated nearly $6 billion was spent in 2013 to
help mitigate risks associated with financial and time
loss due to personal or professional reputational
damage”
Jacqueline Beauchere
Microsoft Chief Online Safety

4. Prevention Plan
“In the online era, it becomes
critical for the business of any
size to have a social media
crisis management plan – or
even better, a crisis prevention
plan”
Ekaterina Walter
Forbes Magazine

5. Listening

6. –Ekaterina Walter
“Not listening to the social chatter
or having presence on social
communities can reflect badly on
your brand.”

7. Engage with Audience
Retweet
Favorite
Like
Repost

8. Gap was negatively impacted when
they did not engage with tweets
http://thenextweb.com/socialmedia/2012/04/03/on-twitter-big-brands-like-the-gap-struggle-to-keep-up-with-customer-service/

9. Transparency

10. –Amy Neumann
“People want the real story, and
appreciate it -- even more than
"perfection."”

11. Acknowledge Problems
Report that one is aware of the issue
Share live updates
Share how issue will be prevented in the future
Thank followers for their patience and feedback

12. Carnival Cruise Line updated followers of the
Splendor cruise that lost power for four days on sea.
http://www.tnooz.com/article/carnival-splendor-and-1-way-social-media-response-from-carnival/

13. Feedback

14. –Roger Dooley
“A simple apology can still turn a
negative attitude into a positive
one.”

15. Respond to Followers
Initiate conversation
Reply to individual comments
Say “Thank you” or “Sorry”
Be polite

16. Alaska Airlines instantly replied to a
customers complaint
http://anitaloomba.com/how-to-deal-with-negative-feedback-on-social-media/

17. Summary
Listen
Be Transparent
Respond

19. References
http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-
how-to-manage-a-social-media-crisis/
http://www.forbes.com/sites/ekaterinawalter/2013/11/12/10-tips-for-reputation-and-
crisis-management-in-the-digital-world/
http://www.socialmediaexaminer.com/defend-your-social-media-reputation/
http://www.huffingtonpost.com/amy-neumann/5-steps-for-crisis-manage_b_1791673.html
Microsoft: Social Media Reputation Repair Costing Users Billions by Pedro Hernandez
http://thenextweb.com/socialmedia/2012/04/03/on-twitter-big-brands-like-the-gap-
struggle-to-keep-up-with-customer-service/
http://www.forbes.com/sites/rogerdooley/2012/09/18/complaints/