It’s a flood. It’s a fire. No, wait; it’s the CEO’s affair! Whatever it is, it’s a social media crisis!

Unfortunately in today’s world, crisis air out on social media sites. Whether it’s a natural disaster, a stock market dip or an office relationship gone south, fans gossip about corporate dirty laundry on Twitter, Facebook and Google Plus.

More often than not these comments have the potential to give birth to a day-long corporate bash fest. No worries, if managed correctly goody-bags will be waiting at the end of this party! In fact, a recent Altimeter study showed that 76 percent of social media crisis could be avoided or diminished with the appropriate response. Altimeter included this chart which shows the breakdown of internal requirements that even advanced social businesses lacked. Out of the 50 businesses depicted in this chart, 20 of them lacked an internal education program.

But, it begs the question: what is a true social media crisis? The Altimeter report defines a social media crisis by the four effects below. If a company’s problem fits one or more of the effects it’s time to grab the social media crisis response team and get to work.

  • Causes major media coverage
  • Necessitates change in the company
  • Directly causers a decrease in revenue
  • Results in fines from the government

Every company has posts and tweets they wish weren’t published, but that’s the downside of instant communication.

Stepping away from the gloomy side of social media for a minute, I’d like to point out that Facebook, Twitter and Google Plus are great outlets for companies to foster relationships with customers, even the upset ones. It’s easy to respond to needs, request and complaints. Plus, if it’s done correctly the problem can be managed so it doesn’t get out of hand.

So, I’ve collected a few tips to help establish a social media crisis response plan.

Many companies have a communication response plan that includes instructions for handling a press-related crisis, but few have considered adding a social media plan. If one of the above requirements is met, the team should know the crisis plan forwards and backwards before any steps are taken. Effective social media crisis plans include:

  • An outline of policies and procedures: Written guidelines allow for a baseline governance to exist. Corporate employees know what to expect when they tweet or post, and they know the drill for social media crisis.
  • Continuing social media education: Ongoing conversations about social media should exist regardless of the circumstances. Informed users are better engagers and conversationalists. These individuals will work to minimize the effects of a social media crisis.
  • Formalized social media plan: It’s pretty self-explanatory, you can never over-plan!
  • Center for the crisis response team: This is the heart and soul of your response. This team functions as a social media listener, strategist, responder and activator. It works to save the company’s reputation and ensure limited amounts of damage.

Follow these steps and your team can save time and money. Just because it’s a crisis, doesn’t mean you have to act like it is one!