A misunderstood post. Negative customer experiences. Broader controversies. Whatever the reason, social media backlash can escalate quickly. 

Learning how to navigate these challenging situations with professionalism and poise is essential, so here’s your full-proof guide from our outsource social media team on how to manage audience criticism and safeguard your client’s online reputation.

Review Your Client’s Communication Guidelines

When faced with social media backlash, the first step is to revisit your client’s communication guidelines. These documents often outline brand voice, tone, and appropriate responses for different scenarios. Reviewing these guidelines ensures your approach aligns with the client’s brand identity. 

Pay close attention to sections on crisis management and public relations, as they usually provide a clear framework for addressing negative feedback. If your client doesn’t have this, now is the perfect time to convince your client to invest in developing one.

Craft a Thoughtful Draft Response

Creating a well-crafted response is essential when dealing with public criticism. Take time to understand the concerns being raised and address specific points transparently while avoiding being defensive. 

A tried and tested formula is to acknowledge the issue, express empathy, and, if possible, offer solutions or next steps. Try to use language that is clear, respectful and human (the latter is exceptionally important). 

Run it Past Your Client

Before posting any response, consult your client to ensure they are aware of the situation and comfortable with your proposed reply. Depending on the severity of the backlash, they might want to involve legal or PR teams. 

Reply and Monitor

Once your client approves the response, post it promptly. Timeliness shows the audience that the brand cares and takes their concerns seriously. 

After responding, keep a close eye on the conversation and monitor replies or comments to gauge audience reactions. Be prepared to pivot or emphasise messaging at any time.

If this all still feels a little outside of your wheelhouse, outsource social media marketing and crisis communication to our white label team to create some breathing room for your agency. Focus on the strategy and client relations while we focus on the implementation.