This document provides a process and guidelines for developing an appropriate social media response strategy during an event crisis. It outlines steps to pause regular social messaging, establish a core response team, assess the crisis level based on impact questions, choose a response template, implement a communication plan, and evaluate the process for future crises. Response templates are provided for low, medium, and high-level crises that acknowledge events while maintaining a sensitive and cautious brand voice.

1. EVENT CRISIS
RESPONSE:
DETERMINING YOUR SOCIAL
STRATEGY

2. § Process for social response
§ Guide for assessing level of crisis
§ Templates for event crisis response messaging
THIS DOCUMENT WILL PROVIDE…

3. 3
§ Assessment + execution of appropriate action(s)
on behalf of the brand
§ Unified brand messaging
§ Planned response to consumer questions
§ Humanize the brand voice
WHY DO WE NEED A PROCESS?

4. 4
“Be HELPFUL,
be KIND,
or be QUIET.”
WHEN IN DOUBT…
“Help the CITIZEN,
not the
CONSUMER.”

5. 5
PROCESS

6. 6
ü Pause scheduled social messaging + paid media
ü Reach out to Core Team
ü Establish crisis level
ü Put together immediate plan
ü Act
ü Regroup + revise strategy as needed
ü Evaluate process for future events
PROCESS CHECKLIST

7. 7
PAUSE
Pause ALL SCHEDULED MESSAGES + PAID
MEDIA until all facts are known and connection to
brand can be confirmed or denied
P
R
E
P
A
R
E

8. 8
REACH OUT TO CORE TEAM
Core team should include representatives from:
§ Public Relations Team
§ Human Resources
§ Marketing Team
Social team should come prepared with:
§ Assessment of social conversation: current
volume, sentiment + context
§ Verified or perceived connection to brand
P
R
E
P
A
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9. 9
Answer the following questions to determine magnitude of the
event for the brand:
1. Was human life lost?
2. Was there malicious intent?
3. Is this considered an environmental catastrophe?
4. Was the area declared a state of emergency?
ESTABLISH CRISIS LEVEL
QUESTIONS TO ASK BEFORE PROCEEDING
P
R
E
P
A
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*Some criteria may be weighted more than others

10. 10
6. Is your brand involved by name?
7. Is your brand indirectly involved (by industry, partnership,
endorsement)?
8. Was an employee or brand representative involved?
9. Does this directly impact the markets where your brand’s
teammates and/or customers live?
ESTABLISH CRISIS LEVEL: BRAND
QUESTIONS TO ASK BEFORE PROCEEDING
P
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E
P
A
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*Some criteria may be weighted more than others

11. 11
Once you have evaluated the crisis event in
terms of the previous list of criteria, you can
determine the proper level of social response.
The following pages have recommendations for
immediate actions for your brand to take
according to the established crisis level.
ESTABLISH CRISIS LEVEL P
R
E
P
A
R
E

12. 12
ü Adjust messaging as needed
ü Be sensitive
ü Err on the side of conservative
ü Continue to monitor the situation + other brand
statements
LOW: KEEP CALM + CARRY ON P
R
E
P
A
R
E

13. 13
ü Pull back volume of social messaging
ü Revise messaging (remove hashtags from
tweets), promotions, placements in affected
areas
ü Postpone major announcements
ü Refocus strategy when applicable
MEDIUM: ACKNOWLEDGE + BE CAUTIOUS P
R
E
P
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E

14. 14
ü Pause all media + social messaging in affected
areas until crisis situation has passed
ü Involve Public Relations team
ü Release holding statement if necessary
ü Contact Core Team + Executives
HIGH: STOP + REGROUP P
R
E
P
A
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15. 15
PUT TOGETHER IMMEDIATE PLAN
§ Choose messaging templates based on Crisis
+ Brand Messaging Assessments
§ Finalize communication + messaging strategy
§ Implement monitoring + reporting schedule
§ Schedule meeting regroup for updates
§ Any additional next steps
Put your plan into ACTION
P
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E
P
A
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E

16. 16
PUT TOGETHER IMMEDIATE PLAN
BRAND MESSAGING TEMPLATES
Acknowledgement:
§ “Our thoughts are with those affected by the events
in [location].”
§ “Things will be quiet around here as we watch the
story develop/mourn the loss of [person].”
§ “Our stores will be closed today in honor/in memory
of [event, person].”
Put your plan into ACTION
P
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E
P
A
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17. 17
During crisis, monitor social conversation + revise
strategy as needed based upon the following:
§ News updates
§ Consumer conversation
§ Competitive brand conversation
REGROUP + REVISE P
R
E
P
A
R
E

18. 18
§ After crisis, evaluate communication +
messaging process to improve future
response
§ Identify potential opportunities for more
effective + streamlined social
communication to consumers
EVALUATE PROCESS P
R
E
P
A
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E

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