Social media crises can strike unexpectedly, wreaking havoc on brand reputation. From customer complaints gone viral to employee misconduct, offensive content, and security breaches, these crises take many forms. Understanding the types and origins of social media crises is crucial for effective crisis management.

Real-world examples like Pepsi's tone-deaf ad and Equifax's data breach response highlight the severe consequences of mishandling social media crises. These incidents can amplify reputational damage, erode trust, and impact a company's bottom line. Recognizing crisis triggers and warning signs is essential for swift, effective responses.

Social Media Crisis Types

Common Crisis Categories

• Customer complaints about product or service issues that gain significant social media traction and visibility
• Employee misconduct or insensitive actions that reflect poorly on the brand, such as offensive social media posts or public misbehavior
• Insensitive or offensive content posted on official brand channels, like ads, social media posts, or website copy that sparks outrage
• Account hacking or security breaches that compromise sensitive customer data or lead to unauthorized posts from brand accounts
• Public relations missteps, like inappropriate responses to social or political issues, or tone-deaf marketing campaigns

Other Potential Crisis Situations

• Brand impersonation by fake accounts spreading misinformation or misrepresenting the brand
• Hashtag hijacking, where critics co-opt a brand's hashtag to spread negative messages
• Misinformation or rumors that damage the brand's reputation or credibility
• Influencer or spokesperson scandals that create negative brand associations by proxy
• Accidentally publishing inappropriate content on official brand channels, like leaks or internal communications

Crisis Origin Sources

• Internal sources like employees posting inappropriate content or mishandling official brand accounts
• External sources such as customers sharing negative experiences, competitors spreading misinformation, or the general public reacting to brand missteps
• Crises can be triggered by a combination of both internal errors and external amplification and response on social media

Real-World Crisis Examples

Insensitive Advertising

• Pepsi's 2017 ad with Kendall Jenner trivializing Black Lives Matter protests, leading to backlash, mockery, and ad withdrawal (Pepsi)
• Snapchat's 2018 ad making light of Rihanna's domestic violence experience, causing stock price drop and apology after her public denouncement
• DiGiorno Pizza using #WhyIStayed hashtag in 2014 without realizing it referred to domestic violence, leading to immediate backlash and apology

Misinformation and Hacking

• Russian operatives creating fake accounts to spread misinformation during 2016 U.S. election, leading to government investigations and platform scrutiny
• Equifax's poor social media response after 2017 data breach, directing users to phishing site and compounding crisis

Crisis Impact on Reputation

Amplification of Reputational Damage

• Viral spread of negative posts or conversations reaching wide audiences and shaping public brand perception
• Mainstream media coverage of social media crises amplifying reputational damage beyond initial social media exposure
• Lingering negative sentiment even after crisis resolution, creating lasting negative brand associations

Trust and Loyalty Erosion

• Insufficient, insincere, or inadequate brand responses eroding customer trust
• Decreased customer loyalty, brand advocacy, and potential customer churn from unresolved issues
• Reduced brand equity and potential declines in stock price or company valuation from diminished reputation

Crisis Triggers and Warning Signs

Common Crisis Triggers

• Insensitive, offensive, or controversial content posted by brand representatives sparking outrage (Pepsi ad, Snapchat ad)
• Product failures, major customer service issues, or security breaches gaining social media momentum (Equifax data breach)
• High-profile negative customer experiences or critical influencer posts accelerating crisis velocity

Early Warning Indicators

• Sudden influx of negative posts, comments, or hashtags related to the brand on social channels
• Increased volume and intensity of customer complaints, questions, or concerns in social conversations
• Declining sentiment in social listening metrics and overall brand conversation tone
• Threats of boycotts, petitions, or organized social media campaigns against the brand