Social Media Crisis Communication Plan

Last Updated: March 18, 2024

Social Media Crisis Communication Plan


A Social Media Crisis Communication Plan is essential for businesses to effectively manage unexpected negative events online. This plan outlines a streamlined approach to handling crises on social platforms, maintaining a brand’s reputation, and providing clear, consistent messaging to the audience.


  1. Quick Response: Minimize damage by addressing the issue promptly.
  2. Clear Communication: Ensure messaging is consistent and transparent.
  3. Reputation Management: Safeguard the brand’s reputation during and after the crisis.

Plan Overview

Phase 1: Preparation

  1. Crisis Team Formation:
    • Assign roles: spokesperson, social media manager, legal advisor, etc.
    • Contact details for each team member.
  2. Crisis Identification Criteria:
    • Define what constitutes a crisis.
    • Examples: security breach, PR scandal, negative viral content.
  3. Monitoring Tools:
    • Utilize tools like Hootsuite, Google Alerts for real-time monitoring.
  4. Prepared Statements:
    • Draft template responses for different types of crises.

Phase 2: Identification & Assessment

  1. Crisis Detection:
    • Identify the crisis using monitoring tools.
    • Assess the severity and potential impact.
  2. Internal Communication:
    • Notify the crisis team immediately.
    • Hold a brief meeting to discuss the strategy.

Phase 3: Response

  1. Official Statement:
    • Craft a response based on templates.
    • Customize the message to address the specific crisis.
  2. Channel Strategy:
    • Determine which social media platforms to use.
    • Prioritize platforms where the crisis is most discussed.
  3. Response Timing:
    • Respond swiftly to prevent misinformation spread.
    • Update regularly as the situation evolves.

Phase 4: Recovery & Analysis

  1. Follow-Up Communications:
    • Provide updates as new information becomes available.
    • Thank the audience for their patience and understanding.
  2. Analysis:
    • Evaluate the effectiveness of the response.
    • Identify areas for improvement.
  3. Report:
    • Document the crisis and response strategy.
    • Use this as a learning tool for future crises.

Templates & Tools

Crisis Response Template

  • Initial Acknowledgment: “We are aware of [issue] and are actively investigating. We will provide more information as soon as we can.”
  • Follow-Up Message: “Update on [issue]: [latest information]. We are working diligently to resolve this and appreciate your patience.”
  • Resolution Statement: “We have resolved [issue] and would like to thank our community for their support. Here’s what we’ve done to address the situation: [actions taken].”

Monitoring Tools

  • Hootsuite
  • Google Alerts
  • Mention
  • Social Mention

Communication Channels

  • Primary: Twitter, Facebook
  • Secondary: Instagram, LinkedIn, Company Blog

This Social Media Crisis Communication Plan serves as a ready-to-implement guide for businesses to handle online crises effectively. Regular updates and training are recommended to ensure the team is prepared and the plan remains relevant

Plan Maker

Text prompt

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