Adventure 212: Social Media Crisis Plan – Bridget Hesselberg

Social Media Crisis Communication Plan


All social media crises should be handled by a Human Resources representative or the Adventure 212 Communication Manager. This can be done by using the following steps of our Social Media Crisis Communication Plan. The purpose of this is to ensure that all employees, members and others affiliated with Adventure 212 are being respected through our social media sites.

What constitutes a crisis?

It is critical to know what defines a social media crisis in order to prevent confusion in the future. Here are a few keys to keep in mind:

  • Change from the norm – when a different line of criticism arises regarding practices of Adventure 212.
  • Information imbalances – when Adventure 212 and the general public has the same amount of knowledge about the issue.
  • Potential impact on company – any serious event that could have ongoing impact on the reputation of Adventure 212 and/or the safety of its members. For example, a threat that is meant to target employees and members of Adventure 212.


Acknowledge the crisis

In the event of a crisis, reach out to the audience and employees to let them know you are aware of the problem. Inform them via social media platforms when there will be more information available regarding the event. Also, be sure to respond quickly and effectively; social media crises may be time sensitive.

Identify & resolve the issue

Once more information is found, it is important to resolve the issue on the social media site in which the crisis first broke out. Then, respond through other sites that you have a presence on in order to resolve the issue with speed and efficiency.

Apologize for wrongdoing

A critical step to remember is to apologize for any wrongdoing on our part. This can help alleviate the damage as long as the apology is posted in a time efficient and genuine manner.

Provide platform for communicating issues

The way in which Adventure 212 responds to a crisis has the potential to either resolve the issue or stir the pot. Creating a page or space for users to ask questions and/or vent about the problem gives rise to us in a few different ways:

  • Allows us to be in control of conversations and respond to troubled users accordingly.
  • Gives us insight and early detection if the crisis branches off into other dimensions.
  • Allows us to keep track of common remarks/questions and our responses to them.

Know when to take it offline

The best course of action in some cases is to take the crisis offline. Some users may not be satisfied with an apology or platform to ask questions and/or vent. In this case, offer the phone number or email address of a Human Resources representative or the Adventure 212 Communication Manager. It might not always resolve the issue but it certainly helps to extend the offer. It will show that Adventure 212 is willing to provide answers and information if possible.


After the crisis is over, make sure to document the events that occurred. Below is an example of items to document:

  • Copies of tweets, Facebook statuses, blogs and/or blog comments, emails, etc.
  • Make notes of how the crisis happened, when it happened, and on which social media platforms it spread to.
  • Write down details about the efficiency and execution of the crisis plan.
  • Make notes about what could be done to enhance our social media crisis plan for the future.

These steps will help Adventure 212 in addressing future outbreaks of social media crises.


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