Social networking presents both opportunities and challenges for companies. While it offers avenues for engagement and financial gain, it also poses a significant risk to brand reputation. A single viral post can rapidly escalate into a major crisis, making real-time crisis management essential.
For example, on April 9, 2017, at Chicago O'Hare International Airport, four paying customers were involuntarily removed from United Express Flight 3411 to accommodate "deadheading" employees. In 2018, two Black men were arrested at a Starbucks location in Philadelphia, sparking widespread protests and leading to the dismissal of former manager Shannon Phillips. Incidents like these gained massive attention on social media through extensive sharing.
To detect and respond to crises early, companies use social listening tools such as Brandwatch, Sprout Social, and Meltwater. These platforms help identify negative sentiment spikes and unusual brand-related activity. Research shows that the first 60 minutes are critical in shaping public perception. Transparent and authentic communication is essential. Coordination among PR, legal, and operations teams ensures aligned messaging. Trusted voices like influencers can help counter misinformation. Additional measures include implementing anti-bias training-like Starbucks did post-crisis-and offering refunds, apologies, and corrective actions to restore public trust.
AI plays a significant role in identifying and managing crises. Algorithms analyse real-time social media sentiment to detect negative trends before they escalate. For instance, natural language processing (NLP) can scan vast numbers of posts to highlight critical issues. Tools like Dataminr and Meltwater alert PR teams when there is an abnormal spike in brand mentions. Airlines use AI to address flight disruptions and customer concerns efficiently. Platforms like Facebook and Twitter deploy AI to flag and fact-check misleading viral content.
Nike stood by its core values in a bold advertising campaign featuring Colin Kaepernick, despite initial backlash. It resulted in increased revenue and deeper engagement from key supporters.
Pepsi's 2017 ad featuring Kendall Jenner was widely criticised for trivialising social justice movements. Many viewers felt it mocked real protests. The delayed and inadequate response from Pepsi only worsened the backlash, leading to intensified criticism.
In today's digital era, social media can either elevate or damage a brand's reputation instantly. Companies must be more proactive and strategic in their crisis management efforts.
Md. Minhazul Islam, Student
North South University
islam.minhazul.232@northsouth.edu
