Crisis Playbook: What I Do When a Post Backfires

Every social media manager has had that sinking feeling: a post didn’t land right, and the comments are rolling in. Here’s how I handle it.

Step 1: Pause the Noise

• Stop boosting the post.

• Turn off auto-replies that could sound robotic.

Step 2: Get Context Fast

Sync internally, gather facts, and confirm what happened before responding.

Step 3: Respond With Clarity

Use the framework:

• Acknowledge (show you’re listening)

• Apologise if necessary

• Fix if possible

• Share next steps

Step 4: Move to Private Channels

Take the heat into DMs or email, but update the public channel once it’s resolved.

Mistakes happen. What matters is transparency, speed, and a calm, human response.