Strategies for Responding to Online Reputation Attacks

By : Parikshit Khanna | 1 comments | Read Time: 4 minutes

Even the top brands can get jammed in an online reputation crisis.

Maybe an intern/Rookie will unintentionally post on the company account (instead of a private profile).

Or, a severe mistake (comprehensible or not) might spark online indignation amongst your spectators.

And we’ve all seen companies get roasted for unconsciously promoting themselves in the middle of an important update or news.

Whatever the case may be, marketers and social media marketers need to be prepared.

Of course, the best way to supervise disasters is to shun them altogether.

But, just in case, every corporation should have a social media crisis management map in place. Equipped with your catastrophe survival guide, you’ll be equipped for even the nastiest situations. You’ll be able to moderate the damage, repair relations with your audience, and maybe even come out stronger in the end.

Here are few Strategies for Responding to Online Reputation Attacks…

Document Your Online Reputation handling Ideas.

Before we plough into the nuts and bolts of crisis planning, hitch your free template to put together a complete crisis communication strategy. Use this post as a funnel to complete it. Then, keep it wherever easily accessible for your team, and you’ll be ready for the worst.

Develop a Domestic Response Protocol

Your employees may or may not have social media accounts. When disaster strikes on social media platforms, they may not know what or what not to reply.

So, it’s imperative to make sure they don’t go berserk or leak any essential information you don’t want to be released to the universal public. This could worsen the whole situation.

Get in the face of this information with a documented plan, to manage the battle.

If a crisis or a particular reaches higher do the following:

Send an email to all you employees alerting everyone about the condition. When a predicament reaches this phase, people need to be familiar with. They should pay attention to it from their own company before family, friends, or strangers start asking.

They might get asked questions. Either create copy-and-paste messages they can share or a link to a page they can direct people with. This will help in keeping the flow of message and information consistent and take the pressure off the team members to respond (who may or may not know what to say otherwise).

Keep your corporation up to date with new information.

Inform everyone internally when the issue is resolved.

Include Negative Keyword Filters.

Almost all platforms have a characteristic that encompasses some version of this or another. Typically these filters are used for blasphemy, but you can also exploit them to zero in on keywords that are relevant to the crisis at hand. Instagram filter aspect allows the commenter to make still their remarks (getting their anger out, whether cathartic or not) but no one, including yourself or other users, will be able to see the comment. This contains the negative publicity without removing posts in entirety or removing the ability to comment, which can often be perceived as indicative of shameful behaviour. Try adding different variations of the article title or even keywords that frequently appear in the comments of the social media post.

Archive Images on Social Media

If there are a specific product and service that is being directly attacked in the article or on social media, archive images that are relevant to that topic. This can help keep negative comments or sentiment off of your other content and allows you to bring that content back once the crisis has subsided.

Following these steps may help you mitigate a social media crisis, but with proper social media management, it will never get to this step. Part of social media management is social listening — a concept that entails monitoring the sentiment of your brand through social media channels. If there is negative sentiment brewing about your brand or action made by an employee, your social media manager should catch it before it turns into a full crisis. This can be handled by addressing the issue before it becomes a problem and solving the sentiment. Always be proactive.

Secure Social Media platforms Login information

This is essential for two reasons:

If your social media crisis is the result of a hacking, you’ll desire to alter your passwords. You are deemed to change login creational.

It’s essential that all authorised employees know where to locate the login info. The last thing you may wish is to have your PR, and social teams mess up to find the Twitter or FB password because the social media manager is on vacation or Holidays.

Identify the Main Source

Try to find out who the attackers are and what they have done or planning to do. Is it a particular customer who has received the wrong or adulterated order or is it a famous reporter who got frustrated and angry after many attempts to reach CEO of your company for an interview and comment on your services. This information will help you form the basis of your ORM strategy through steps and help you resolve the particular situation amicably.

What are the Major Facts

Take time to study the critic’s feedback via comments in order to understand the mindset of where they are coming from. Identify the key concerns being raised about the particular issue. It is vital always to keep your head cool and calm while gathering this information. The least thing you want to do is to overreact to this situation.


There you have it. The social media crisis management tips that we hope you never require. If you’d like to put a personalised crisis plan together for your company, let us know. We can help.

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