Managing a Social Media Crisis: How PR & Social Teams Can Work Together

Social media is a valuable part of a company’s marketing program – but it can sometimes take a turn we may not have anticipated .

What happens when your brand finds itself in the midst of a crisis created by a social media post?

Well, first, you probably panic.

Then, you might turn to your social media or PR team for help.

How can a company best manage a crisis created when a customer complaint goes viral?

Overview: 

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes guest Brooke Sellas, founder of B Squared Media, to discuss the nuances of managing social media crises.

Brooke shares her expertise on how social media, often viewed merely as a content channel, should be utilized more effectively as a customer experience channel. Brooke emphasizes that the key to handling crises includes proactive listening, empathetic responses, and timely engagement with customers.

She introduces the CARE model (Conversation, Acquisition, Retention, Engagement) for social media management and stresses the importance of building a strong community before a crisis occurs.

They discuss various real-world examples, including crises at Chipotle, Kit, and Nike, and the long-term impacts of each.

Brooke also shares advice about team coordination, especially between social media and PR, and provides tips on how to keep responses authentic without sounding scripted.

The episode concludes with a Q&A session addressing common social media crisis scenarios.

00:00 Welcome and Guest Introduction

01:02 Brook Solis: Social Media Expertise

03:49 Defining a Social Media Crisis

07:08 Examples of Social Media Crises

10:43 Handling a Social Media Crisis

22:15 The Role of PR in Crisis Management

29:35 Balancing Brand Personality and Crisis Management

30:22 The Power of Emotional Content: Patagonia Case Study

32:16 Breaking Down Silos in Marketing and PR

34:22 The CARE Model for Social Media Crisis Management

46:19 Handling Layoffs and Sensitive Situations

51:07 The Importance of Authentic Conversations on Social Media

57:34 Final Thoughts and Future Trends

Show notes:

Brooke Sellas on LinkedIn: https://www.linkedin.com/in/brookebsellas/

Brooke’s website – B Squared Media: https://bsquared.media/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

Book a no-obligation call to talk about your needs here.

About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.