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How can brands recover from a social media backlash?

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Social media can be a powerful tool for building brand awareness, engaging customers, and creating loyalty. But it can also be a double-edged sword, exposing brands to negative feedback, criticism, and even boycotts. How can brands handle a social media crisis and restore their reputation? Here are some examples of brand crisis case studies and the lessons they teach us.

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1 Acknowledge the problem

The first step to recovering from a social media backlash is to acknowledge the problem and apologize sincerely. Ignoring or deleting negative comments can make the situation worse, as it shows a lack of accountability and respect for the customers. For example, when United Airlines faced a public outcry after a passenger was forcibly removed from an overbooked flight in 2017, the CEO initially issued a vague and defensive statement, which only fueled the anger. He later apologized and promised to take action, but the damage was already done.

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Haley Deming

Leading Thought Leaders on LinkedIn. Ex-Marketing & Communications at One Medical, ClassPass, 1stDibs
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Some way to get started when you first realize there's an issue is to pause and assess the situation before reacting too quickly while balancing being reactive in a timely manner. I've always found have a committee ready to go with a crisis escalation plan, built in preparation for a crisis, not during it, helps you to acknowledge and work toward resolution more swiftly. Accountability is key, but you have to know first what you're accountable for and prepare the approved public-facing communications before answering every inquiry that presents itself.

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2 Take action and communicate

The second step is to take action and communicate the steps you are taking to address the issue and prevent it from happening again. Customers want to see that you are not only sorry, but also committed to improving your service and policies. For example, when Starbucks faced a backlash after two black men were arrested for waiting in a store in 2018, the company closed more than 8,000 stores for a day to conduct racial bias training for its employees. It also announced changes to its guidelines and procedures, and shared its progress on social media.

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3 Engage with your audience

The third step is to engage with your audience and listen to their feedback, concerns, and suggestions. Customers want to feel heard and valued, and they appreciate brands that are responsive and transparent. For example, when KFC ran out of chicken in the UK in 2018, the company used humor and honesty to apologize and explain the situation. It also created a website where customers could find the nearest open store, and invited them to share their stories and reactions on social media.

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4 Leverage your advocates

The fourth step is to leverage your advocates, such as loyal customers, influencers, or employees, who can support your brand and spread positive messages. Advocates can help you rebuild trust and credibility, and counteract the negative sentiment. For example, when Nike faced a backlash after featuring Colin Kaepernick, the former NFL player who protested against racial injustice, in its 2018 campaign, the company received support from many celebrities, athletes, and customers, who praised its stance and shared their own stories of overcoming challenges.

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Haley Deming

Leading Thought Leaders on LinkedIn. Ex-Marketing & Communications at One Medical, ClassPass, 1stDibs
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I've experienced many social media crises while leading social teams at large tech companies with customer feedback largely centralized through a forum on social. While responding to the crisis takes immense, fast-paced resourcing and focus, it's vital not to forget how important brand building is and leveraging your advocates after the problem has resolved. There's a temporary window after a crisis when you have to regain trust with your customers, and while it can be tempting to go back to business as usual, working together with your organic advocates is a great first step towards rebuilding brand integrity.

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5 Learn and improve

The fifth step is to learn and improve from the experience, and use it as an opportunity to grow and innovate. Customers want to see that you are not repeating the same mistakes, but rather using the feedback to enhance your products, services, and values. For example, when Pepsi faced a backlash after releasing a tone-deaf ad featuring Kendall Jenner in 2017, the company pulled the ad, apologized, and vowed to do better. It also launched a new initiative called PepsiCo Creators League, which aimed to foster more diverse and authentic storytelling.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can brands recover from a social media backlash?

1

2

3

4

5

6

1 Acknowledge the problem

2 Take action and communicate

3 Engage with your audience

4 Leverage your advocates

5 Learn and improve

6 Here’s what else to consider

Brand Management

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How can brands recover from a social media backlash?

1

2

3

4

5

6

1 Acknowledge the problem

2 Take action and communicate

3 Engage with your audience

4 Leverage your advocates

5 Learn and improve

6 Here’s what else to consider

Brand Management

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