The rapid pace in which social media can affect your business’s reputation is both a powerful asset and a significant risk. In today’s digital age, how your business handles backlash from audiences on social media platforms can be the deciding factor in your success, whether you are a restaurant or a multimillion-dollar gaming manufacturer.
Understanding the speed and scale of social media
Social media can propel negative comments or videos into the public eye almost instantly. With a rapid dissemination of information, online communities are increasingly mobilizing against companies with cancel culture that escalates far beyond one-off complaints.
Courtney Fogle
A small Midwestern college recently faced an outpouring of criticism from an alumni group that quickly mobilized on Facebook. By dismissing the issue for months and hoping it would quiet down on its own, the college inadvertently allowed the group to grow to 1,000 members with intensified outcry. Drawing negative attention from prospective students and community partners, the lack of early communication and engagement caused an escalated crisis.
Coordinated efforts from online audiences can push businesses to their limits, with trolls and mass movements shifting public opinion and leaving companies scrambling to respond. When adversarial groups on platforms like Facebook or X promote a high volume of criticism, businesses must ensure that their response is appropriate, delivered through the proper social media channel and voiced by the right spokesperson.
The high stakes of trust and transparency
Businesses cannot afford to be reactive. Instead, they need to communicate proactively, address concerns head-on and keep their stakeholders and customers in the loop to prevent unnecessary turmoil.
In its July quarterly report, Southwest Airlines revealed a 46% decline in net income. The company announced plans for change, including a shift from its beloved open-seating model to assigned seating, citing research that 80% of their current customers and 86% of potential customers prefer this change. The move was intended to attract more passengers, but no timeline or detailed plan for the change was announced, which caused customers to take to social media and petition to express concerns like losing the ability for families to sit together.
This scenario demonstrates the urgency of proactive and transparent communication to build trust with stakeholders. When customers sense a lack of transparency or feel that they are not getting the full picture from the brands they are deeply connected to, it fosters distrust and discontent, especially in times of change.
Learning from mistakes
In May 2024, Chipotle found itself in hot water following a long-term controversy when social media erupted with allegations that the fast-casual restaurant chain was skimping on portion sizes. Customers claimed that filming employees during order prep led to larger servings, a theory that went viral after a leaked internal memo seemed to back it up. While Chipotle initially denied the claims, by July, CEO Brian Niccol admitted that about 10% of their locations were under-portioning and promised to retrain staff and ensure consistency across their 3,500 restaurants.
Chipotle’s social media team took an unprecedented approach: joining in on the joke. They engaged in online conversation in response to the backlash, posting a TikTok that cleverly mocked the controversy with a “paparazzi” scene, earning nearly one million likes.
Proactive CEO statements around operational changes with intention for forward progress demonstrate transparency. Meanwhile, Chipotle’s engagement with social media culture reflected its willingness to embrace and redirect the narrative. This dual approach not only mitigated the crisis but also reinforced Chipotle’s image as responsive and relatable in the aftermath of long-term controversy.
Critical elements of an effective crisis response
Failing to have a crisis plan or dismissing the impact of social media can leave a business vulnerable to significant reputational damage, as it may be unprepared to respond promptly and effectively to negative events that can escalate online. Embracing the following strategies will help in managing immediate issues and safeguard your company against future challenges.
1. Proactive surveillance: Actively track mentions of your business and industry across social media platforms. Use social listening tools to detect potential issues early and stay alert to changes in public sentiment and company reviews.
2. Develop strategic plans: Implement a crisis communications strategy with predefined messages and response protocols, keeping it updated regularly to address new risks.
3. Seek outside perspective: It can be helpful to engage with a comms agency experienced in crisis management to gain clarity and response strategies from an outside perspective.
4. Gain internal alignment: Make sure your team is aligned on messaging and actions. Consistency is key to keeping your credibility intact.
5. Prioritize transparency: Communicate openly and honestly with your audience, providing clear and frequent updates while taking ownership of mistakes and explaining actionable steps to resolve them.
6. Foster community: Be proactive in engaging with online communities to handle concerns and manage negative feedback. Show empathy, respond quickly, and use feedback to refine your response.
Courtney Fogle is a Senior Communications Advisor at 84 Communications. She specializes in reputation management and media relations with a key role in advising clients across corporate, manufacturing, hospitality and education sectors.
Click HERE to subscribe for free to Vegas Inc’s BizClick newsletter. Stay up to date with the latest business news in Las Vegas sent directly to your inbox each Monday.