In the fast-paced world of social media, a single negative comment, a product defect, or a misunderstood post can escalate into a full-blown PR nightmare in minutes. For Australian small businesses, your online reputation is often your most valuable asset; having a clear, pre-defined crisis communication plan ensures you respond with composure rather than panic, protecting your brand and your bottom line.
Why This Matters
Social media never sleeps. Whether it’s a customer service fail or a broader industry issue, how you handle the first 60 minutes of a crisis determines whether the fire goes out or spreads. A solid plan ensures your team knows exactly who says what, on which platform, and when to step away from the keyboard.---
Prerequisites: What You’ll Need
Before you begin, gather the following:- Access to all your social media accounts (Facebook, Instagram, LinkedIn, etc.).
- A list of key staff members and their contact details.
- Your brand’s tone-of-voice guidelines.
- A basic understanding of your current customer service workflows.
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Step 1: Define What Constitutes a "Crisis"
Not every negative comment is a crisis. Distinguish between a grievance (a single customer with a valid complaint), a nuisance (a troll looking for a reaction), and a crisis (an event that threatens your brand’s reputation or operations). Visual Check: Create a simple table with three columns: 'Scenario', 'Severity Level', and 'Action Required'.Step 2: Assemble Your Crisis Response Team
Identify who needs to be in the loop. For a Brisbane-based small business, this might just be the owner and a marketing manager. For larger teams, include someone from legal or HR.- The Decision Maker: Who has the final say on public statements?
- The Monitor: Who is watching the feeds?
- The Responder: Who is actually typing the replies?
Step 3: Audit Your Digital Assets
List every platform where your business has a presence. Don't forget your Google Business Profile (formerly Google My Business). Ensure you have the login credentials stored securely (we recommend a password manager like LastPass or Dashlane) so you aren't scrambling for a password while a crisis is unfolding.Step 4: Set Up Real-Time Monitoring
You cannot respond to what you don't see. Set up Google Alerts for your business name and key staff members. Use the native notification settings on Facebook and Instagram to ensure you receive push notifications for comments and mentions.Pro Tip: If you use a tool like Meta Business Suite, ensure your 'Inbox' notifications are turned on for both comments and Direct Messages.
Step 5: Establish Internal Communication Channels
When a crisis hits, you need a way to talk to your team off social media. Create a dedicated WhatsApp group or a Slack channel specifically for "Urgent Issues." This prevents internal debates from accidentally being posted publicly.Step 6: Create "Holding Statements"
Speed is critical. Draft 3-5 generic "holding statements" that you can adapt quickly. Example:* "We are aware of the issue regarding [X] and are currently investigating. We will provide an update here as soon as we have more information. Thank you for your patience."Step 7: Define the Escalation Process
Create a clear workflow.- Identify: Monitor flags an issue.
- Assess: Decision maker determines the severity.
- Pause: Immediately stop all pre-scheduled social media posts.
- Respond: Deploy the holding statement.
Step 8: The "Pause" Protocol
One of the biggest mistakes businesses make is allowing a pre-scheduled, "happy" promotional post to go live in the middle of a tragedy or a brand crisis. It makes the business look tone-deaf. Document exactly how to hit 'pause' on your scheduling tools (like Buffer, Hootsuite, or Meta Planner).Step 9: Identify Your "Safe" Tone of Voice
During a crisis, your tone should shift from "marketing-speak" to "human-speak." It should be empathetic, transparent, and professional. Avoid using corporate jargon or overly defensive language. In the Australian context, being "fair dinkum" and taking accountability usually resonates better than legalistic deflection.Step 10: Determine Where to Take the Conversation
The goal of social media crisis management is to move the conversation from a public forum to a private one.- Public Response: "We’re so sorry to hear about this experience, [Name]."
- Private Call to Action: "Please send us a DM with your phone number or email us at [address], and our manager will contact you directly to resolve this."
Step 11: Document Contact Details for Stakeholders
If the crisis involves a legal issue or a physical safety concern, you may need to contact your insurance provider, the ACCC, or local Brisbane authorities. Keep these numbers in your plan so you don't have to search for them under pressure.Step 12: Plan Your "Post-Mortem"
Once the dust has settled, you must review what happened. Set a date for one week after the resolution to discuss:- What triggered the crisis?
- How long did it take us to respond?
- What could we have done better?
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Common Mistakes to Avoid
- Deleting Negative Comments: Unless they violate your community standards (e.g., hate speech or profanity), deleting comments usually makes people angrier and leads to accusations of a cover-up.
- Getting Defensive: Avoid the urge to argue. Even if the customer is wrong, the public is watching how you handle the conflict, not just who is right.
- Going Silent: Silence is often interpreted as guilt or indifference. Always post a holding statement.
- Ignoring the ABN/Legal Context: If you are making claims about refunds or consumer rights, ensure they align with Australian Consumer Law to avoid further issues with the ACCC.
Troubleshooting Common Issues
"We've been hacked!" If you lose access to your accounts, immediately use the platform's official "Hacked Account" reporting tool. Simultaneously, post an update on your website or send an email to your database letting them know your social media is compromised and not to click any links sent from your profiles. "A troll is spamming every post." Use the 'Hide' feature rather than 'Delete.' On Facebook and Instagram, hiding a comment makes it invisible to the public but keeps it visible to the troll and their friends, preventing them from realising they've been silenced and escalating their behaviour. "The crisis is happening on a weekend." This is why your internal communication channel (Step 5) is vital. Ensure at least two people have access to the accounts and are "on-call" via mobile for emergencies.---
Next Steps
Now that you have the framework for your Crisis Communication Plan, it’s time to put it into a formal document. Share it with your team and run a "fire drill" scenario to ensure everyone knows their role.If you’re worried about your brand’s online reputation or need help setting up professional social media monitoring, the team at Local Marketing Group is here to help.
Contact us today to ensure your business is protected.