Social Media Crisis? The Ten Commandments for Managing It!

A misstep on social media can become a devastating boomerang for a brand's image. But a crisis, if managed intelligently, can turn into an opportunity to improve and strengthen your reputation.

1. Keep everything under control. As soon as the crisis breaks out, it is essential to monitor in real time what is being said online. Activate alerts, analyze conversations and keep the team updated with constant reports.

2. Don't wait. On social media, every minute counts. You don't have days to intervene, but hours. If you don't have a crisis manager yet, it's time to find one.

3. Forget secrets. Nothing remains hidden online. Being transparent is the only real weapon to gain (and maintain) the public's trust.

4. Admit the mistake. Denying or justifying an epic fail is the wrong path. If there has been a slip-up, it is better to humbly acknowledge it and apologize openly.

5. Don't raise your voice. Even if you are under attack, keep a calm and respectful tone. Responding with arrogance can only make the situation worse.

6. Cultivate the community. If you have built authentic relationships with influencers and followers, they will be the first to defend you. But engagement must be created well before the crisis.

7. Watch out for search engines. What ends up on Google is not easily deleted. Work on SEO and SEM to manage your image in search results too.

8. Adapt your language. Each platform has its own style. An effective message on Facebook may not work on Twitter or YouTube. Always personalize.

9. Better to prevent. Crises rarely come out of nowhere. Learn to pick up the signals and don't launch initiatives close to the weekend, when no one is operational.

10. Keep calm and social media. Don't panic. Even a huge mistake can give rise to a second chance, if faced with clarity and strategy.

taken from an article by Silvia Vianello (international lecturer and marketing director of Maserati).