Crisis response in social media

Crisis response is crisis communication in social media: a fast assessment of the situation and scale, a response plan, developing an honest tone and an official position/statement, moderation (separating trolling from real criticism), replies to those affected/dissatisfied, coordination with the team, monitoring developments, a post-mortem. The work: assessment, plan, communication, moderation, post-mortem. Honestly about 'an honest reaction, not covering up', this is key and fundamental: proper crisis response is to quickly, honestly and humanely acknowledge/explain the situation and show actions, NOT to delete all negative comments, ban critics indiscriminately, inflate fake positivity or lie. Covering up the truth almost always worsens the crisis (the Streisand effect) and destroys trust. We work honestly. Honestly about 'cannot guarantee to extinguish a crisis': we reduce damage, help respond with dignity and regain control of communication, but the outcome depends on the essence of the problem, its reality and the company's actions; it cannot be guaranteed that any crisis will fade away. Honestly about 'the cause must be solved, not hushed up': if a real problem (product, service, an act) is at the root of the crisis, communication without real correction is temporary masking; we will honestly say that the cause must be solved. Honestly about 'we separate criticism and trolling': constructive criticism cannot be 'banned' as trolling — this amplifies negativity; we react differentially. Honestly about 'speed is critical': in a crisis the first hours matter; we prepare the response plan promptly. Honestly about 'without inflation/fakes': we do not imitate support with fake accounts. Honestly about the effect: it helps respond to a crisis honestly and fast (plan, tone, position, moderation, monitoring), reducing damage and regaining control of communication, but does not guarantee 'extinguishing' any crisis; we do not cover up the truth; the cause must be solved; without deception/inflation. Honestly about access: access to accounts, information about the situation, contact with a decision-maker for the position are needed. An important boundary: this is crisis response in social media (SMM); working with trolls/haters in regular mode — 505; community management — 502; reputation/PR more broadly — group 508. The base price starts from 25,000 ₽ for response (depends on scale; urgent cases — by agreement).

• A crisis/wave of negativity in social media, no plan and response tone, panic.
• The temptation to cover up the crisis: delete all comments, ban critics, inflate positivity (worsens it).
• A misconception that any crisis can be guaranteed to be 'extinguished' by communication.
• Masking a real problem instead of solving it (temporary and dangerous).

• A fast assessment of the situation, scale and risks
• A response plan, an honest tone and an official position/statement
• Moderation separating trolling from real criticism (without banning criticism)
• Replies to the dissatisfied/affected, coordination with the team, monitoring developments
• An honest assessment: what can be done by communication and what requires solving the cause
• Honest boundaries (an honest reaction, not covering up the truth; cannot guarantee 'extinguishing'; the cause must be solved; without inflation/fakes; speed is critical)
• Post-mortem and documentation
• Review with you

• A fast honest crisis response with a plan, tone and position
• Reduced damage and regained control of communication (without covering up/fakes)
• An honest assessment: what communication closed and what requires solving the cause
• Honest boundaries (not a guarantee of 'extinguishing'; we do not cover up the truth; the cause must be solved)

• We assess the situation/scale, prepare a plan and an honest position promptly
• We run communication and moderation honestly, reply, monitor developments
• We honestly set boundaries (we do not cover up the truth; solve the cause) and do a post-mortem

• Will you 'extinguish' the crisis guaranteed?

  Guarantee — no, honestly: we reduce damage, help respond with dignity and fast and regain control of communication, but the outcome depends on the essence of the problem, its reality and the company's actions. It cannot be promised that any crisis will fade away. We will honestly handle the communication, without a guarantee of 'full extinguishing'.

• Can negativity just be deleted and critics banned?

  No, honestly: mass deletion of comments, banning critics indiscriminately and fake positivity almost always worsen the crisis (the Streisand effect) and destroy trust. We react honestly, separate trolling from real criticism and do not cover up the truth. This is more effective and safer than hushing up.

• What if the problem is real?

  Then it must be solved, not hushed up, honestly: if a real problem (product, service, an act) is at the root of the crisis, communication without real correction is only temporary masking, and the crisis will return. We will honestly say that the cause must be solved and help build honest communication around real actions.