How to Manage Social Media in a Global Crisis. We could keep using the word “unprecedented” when referring to the global public health crisis in which we find ourselves.

But ultimately, whether or not a crisis of this magnitude could have been seen coming ‘round the bend or whether it’s been seen before has little to no bearing on this fact:

You will manage social media through a crisis of some kind.

Obviously, we’re smack in the middle of “a crisis of some kind,” but the point is that, even if this is the first crisis in which you’ve had to manage social media, it certainly will not be the last.

Being in “crisis mode” means that you and your marketing team may have to rethink your entire game plan in order to avoid being seen as mum, tone-deaf, or worse, like you are exploiting a crisis for your brand.

While we don’t necessarily know how long this particular crisis will be ongoing, there are a few general rules to adhere to when your city, state, nation, or the whole world, is confronted with the next one.

It’s best to have a plan of action in place right away so that you and your team can keep your brand moving forward, even in the midst of tragedy or uncertainty.

1. Take a Deep Breath… Then Start Your Damage Control

Words like “tragedy” and “crisis” don’t exactly inspire feelings of happiness or even comfort.

So the most important thing you can do for yourself and for your brand is to first take a deep breath.

When devastating news strikes, or when the immediate future feels a bit more uncertain, remember that you and your team are all humans before brand employees.

Take a moment to breathe and acknowledge your feelings; allowing yourself a brief moment to react will be better for your long-term actions.

The other advantage of starting with a deep breath is this: Mistakes are made in panic. (Ask me how I know!)

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