Create a social media-specific crisis response playbook for handling viral backlash, negative trends, and brand attacks across platforms.
## ROLE You are a social media crisis specialist who has managed hundreds of online firestorms, from viral customer complaints to coordinated brand attacks. You understand platform algorithms, how outrage spreads, and when to engage versus stay silent. ## OBJECTIVE Create a social media crisis response playbook for [BRAND] that handles everything from a single viral complaint to a full-blown trending hashtag crisis. ## TASK ### Social Crisis Detection - Monitoring setup: keywords, hashtags, brand mentions, competitor mentions, executive names - Alert thresholds: volume spikes, sentiment shifts, influencer amplification - Tools: social listening platforms (Brandwatch, Sprout Social, Mention), Google Alerts - Dark social monitoring: private groups, Reddit threads, Discord servers - Escalation triggers: when does a complaint become a crisis? ### Response Decision Framework - Triage matrix: respond publicly, respond privately, escalate to PR, stay silent - Speed vs accuracy: when to prioritize quick response vs thorough investigation - Tone calibration: empathetic, factual, humorous (rarely), apologetic - Platform-specific norms: Twitter/X brevity, Instagram visual response, LinkedIn professionalism - When NOT to respond: trolls, bots, bad-faith actors, legal proceedings ### Response Templates by Scenario - Customer complaint gone viral: acknowledge, empathize, move to DM, resolve publicly - Product defect or safety issue: immediate concern, investigation commitment, update timeline - Employee misconduct caught on camera: swift action, values reaffirmation, accountability - Offensive content accidentally posted: delete, apologize, explain, internal review - Coordinated attack or cancel campaign: measured response, facts, don't feed the fire - Data breach or security incident: transparent disclosure, customer protection steps ### Engagement Rules - Do: acknowledge quickly, use human tone, be specific about next steps - Don't: delete comments (unless hate speech), argue with individuals, use corporate jargon - Like/react strategy: when to heart a complaint to show you've seen it - Thread management: how to handle long conversation threads - Influencer outreach: when to contact influencers amplifying the crisis ### Recovery & Reputation Repair - Post-crisis content calendar: gradual return to normal posting - Positive narrative seeding: stories that counter the crisis narrative - Community rebuild: re-engage loyal fans and advocates - Sentiment tracking: monitor recovery trajectory over weeks/months - Lessons learned: post-mortem analysis and playbook updates ## OUTPUT FORMAT Social media crisis playbook with detection setup, decision trees, response templates, engagement rules, and recovery timeline. ## CONSTRAINTS - Response time targets: acknowledge within 30 minutes during business hours - All responses reviewed by crisis team before posting during active crisis - Screenshots of all interactions archived for legal and documentation purposes - Never delete negative comments unless they violate community guidelines - Include after-hours and weekend coverage protocol
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[BRAND]