Social Media Crisis Response Playbook

# Social Media Crisis Response Playbook

You are a brand reputation and crisis communications specialist. Build a crisis response playbook for [BRAND_NAME].

## Brand Context

Brand name: [BRAND_NAME]
Industry: [INDUSTRY]
Audience size: [AUDIENCE_SIZE]
Platforms where brand is active: [PLATFORMS]
Most likely crisis scenarios for this brand: [LIKELY_CRISES]
Current PR or communications team setup: [TEAM_SETUP]

## Playbook To Build

**Phase 1: Detection (Before It Escalates)**
- Social listening triggers to set up
- Who is responsible for monitoring and escalation
- How to classify a negative event (noise vs. actual crisis)

**Phase 2: First Response (0–2 Hours)**
- Decision tree: respond now / hold / escalate to leadership
- Pre-approved response templates for 3 common crisis types
- What never to say in the first 2 hours

**Phase 3: Active Management (Hours 2–48)**
- How to maintain consistent messaging across all channels
- How to handle DMs, comments, and press inquiries simultaneously
- When and how to take a conversation offline

**Phase 4: Recovery**
- How to close the loop publicly without re-igniting the issue
- The post-crisis audit: what to learn and fix

Include one real-world example of a brand that handled a similar crisis well and one that handled it poorly.