Agency Playbook: Your Step-by-Step Guide to Handling a Social Media Crisis

Article written by Charli and published at Agorapulse, leaders in social media management software.

Whether in an organization, freelancing, or working at a marketing agency, social media marketers can agree on one thing. On social media, problems can escalate at the speed of light. Problems such as a misjudged tweet, an influencer running rampage, a poor customer review on Facebook, ill-chosen words from your CEO on LinkedIn, or a negative story about your brand. Just 20 years ago, most people wouldn’t find out about a misstep or error in judgment. But that was before social media.

Bad news can now go viral in a matter of hours, and corporations can quickly feel the backlash. That bad news can impact brands, not only in terms of their social media, but also in customer loyalty, purchases and ultimately profits.

Social media crises happen a lot. The impact does matter.

  • 78% of people who complain to a brand via Twitter expect a response within an hour.
  • Only 6% of brands have automatic alerts set up against their brand name and keywords
  • 59% of businesses have experienced a PR crisis, but only 32% have a disaster recovery plan.
  • 85% of consumers trust online reviews as much as personal recommendations.
  • A dissatisfied customer will tell between 9-15 people about their experience.
  • 70% of unhappy customers will forgive you IF you resolve the complaint quickly.

Our Agency Playbook: Step-by-Step Guide to Handling A Social Media or PR Crisis is going to dish the dirt on social media and PR crisis, and look at how brands can perfect their handling of them. We’re also going to show you how to use the right tools to safeguard your brand’s reputation.


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About the author

Charlotte Day, known as Charli, is a content marketing strategist heading up social media and storytelling at Contentworks Agency. A content marketing thought leader, she has 1000+ articles published, guest writes for leading social media hubs and frequently speaks at events. She also maintains her own blog at and a writer’s life presence on social media. When she’s not writing and managing the agency, Charli enjoys swimming in the Mediterranean, writing poetry and reading.