A lot of what social media is can also be public relations and with that is resolving a PR crisis on social media.
A great example of that was the events in Minneapolis in 2020 after the death of George Floyd. What messaging should go out? What happens if users attack your brand on social media? It's a very scary place to be. And, like with anything else, having a strategy can make life easier.
Sprout Social developed this plan to help marketers tackle a PR crisis if and/or when it happens.
In my opinion, transparency is the easiest method. It may be tough at the beginning, but I've found through experience that being open and honest up front will go a long way with people.
Also, understand your audience and what your brand is about. Don't do something because you think you have to or it's what everyone else is doing. That may not be the best method or tactic for you.
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