Online Reputation Management For Dummies

Chapter 15

Managing Escalating Issues

In This Chapter

Assessing your situation

Learning more about your commenters

Deciding what to do about it

Responding effectively

Now that you’ve assembled your everyday, social media team, created your crisis communications team, set up your monitoring tools, and published top-quality content about you or your brand online, you have created a solid foundation for yourself. Now you’re ready for the hard stuff: How can you best manage an escalating online crisis?

These days, an online crisis can blow up quickly, but when you understand how to manage an escalating issue effectively, you can avoid an online reputation catastrophe. Crisis aversion is an invisible art: When done correctly, no one will ever know that you did anything. Your reputation will remain untarnished, and no one will be the wiser.

In this chapter, I show you how to deal with such an escalating issue. The main difference between an escalating issue and a full-blown crisis is the passage of time. An emerging crisis is one that is just developing on a few social media channels and ...