Crisis Management: What it is and Strategies for Your Brand

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ml300">Employee Advocacy<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Employee Advocacy Login" aria-labelledby="fa_angle_right_1853931910" > <title id="fa_angle_right_1853931910">Employee Advocacy Login</title> <path fill="currentColor" d="M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z"></path> </svg> </a> </div> </div> </div> <a href="/demo/" class="button-reset interaction--hover dib ba bw600 br500 b--neutral-1100 hover-b--neutral-900 bg--transparent c--neutral-1100 hover-c--neutral-900 w-100p w-auto-l py300 px350 f300 fw-bold tc no-underline hover-no-underline"> <span>Schedule a demo</span> </a> <div class="px0-l px450 pl0-ns pr450-ns flex-auto w-100p w-auto-ns"> <a href="/trial/" class="button-reset interaction--hover dib ba bw600 br500 hover-c--neutral-0 b--neutral-1100 hover-b--neutral-900 bg--neutral-1100 hover-bg--neutral-900 c--neutral-0 w-100p w-auto-l py300 px350 f300 fw-bold tc no-underline hover-no-underline"> <span>Try for free</span> </a> </div> </div> </div> </div> <nav class="dn db-l" > <div class="b--neutral-200-l bb-l bg--blue-1100 bg--neutral-0-l c--text-inverse c--text-l flex flex-auto flex-column flex-row-l relative z2"> <div class="f300 flex flex-column flex-row-l items-center-l justify-between-l mw900 mx-auto pb750 pb0-l px350-l w-100p"> <ul class="flex flex-auto flex-column flex-row-l flex-wrap-l list pl0 w-100p w-auto-l "> <li class="flex items-center mr400"> <a class="flex" href="https://sproutsocial.com/insights/"> <span class="screenreader">Blog Home</span> <span class="button-reset dn-l fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw"> <span class="c--neutral-0 f500 f300-l">Home</span> </span> <svg class="c--primary dn db-l" height="16" role="img" viewBox="0 0 576 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M280.37 148.26L96 300.11V464a16 16 0 0 0 16 16l112.06-.29a16 16 0 0 0 15.92-16V368a16 16 0 0 1 16-16h64a16 16 0 0 1 16 16v95.64a16 16 0 0 0 16 16.05L464 480a16 16 0 0 0 16-16V300L295.67 148.26a12.19 12.19 0 0 0-15.3 0zM571.6 251.47L488 182.56V44.05a12 12 0 0 0-12-12h-56a12 12 0 0 0-12 12v72.61L318.47 43a48 48 0 0 0-61 0L4.34 251.47a12 12 0 0 0-1.6 16.9l25.5 31A12 12 0 0 0 45.15 301l235.22-193.74a12.19 12.19 0 0 1 15.3 0L530.9 301a12 12 0 0 0 16.9-1.6l25.5-31a12 12 0 0 0-1.7-16.93z"></path> </svg> </a> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-social-media" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Social Media menu" aria-controls="header-nav-social-media-id" aria-expanded="false" aria-label="Open Social Media menu" > <span class="f300 f400-m f400-xm f300-l ">Social Media</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-social-media" class="dn" id="header-nav-social-media-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-strategy/" rel="nofollow" > <span class="wsnw">Strategy</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-trends/" > <span class="wsnw">Trends</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/analytics/" rel="nofollow" > <span class="wsnw">Analytics</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-listening/" rel="nofollow" > <span class="wsnw">Listening</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/engagement/" rel="nofollow" > <span class="wsnw">Engagement</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/community-management/" > <span class="wsnw">Community Management</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/customer-care-service/" rel="nofollow" > <span class="wsnw">Customer Care</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/social-commerce-and-ecommerce/" > <span class="wsnw">Commerce</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-media-scheduling/" rel="nofollow" > <span class="wsnw">Scheduling</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/advertising/" rel="nofollow" > <span class="wsnw">Advertising</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/advocacy/" rel="nofollow" > <span class="wsnw">Employee Advocacy</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/influencers/" > <span class="wsnw">Influencers</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/team-collaboration/" > <span class="wsnw">Team Collaboration</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/all-social-media/" > <span class="wsnw">All Social Media</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-networks" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Networks menu" aria-controls="header-nav-networks-id" aria-expanded="false" aria-label="Open Networks menu" > <span class="f300 f400-m f400-xm f300-l ">Networks</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-networks" class="dn" id="header-nav-networks-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/facebook/" > <span class="wsnw">Facebook</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/instagram/" > <span class="wsnw">Instagram</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/linkedin/" > <span class="wsnw">LinkedIn</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/pinterest/" > <span class="wsnw">Pinterest</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/review-sites/" > <span class="wsnw">Review Sites</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/social-platforms/" > <span class="wsnw">Social Platforms</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/tiktok/" > <span class="wsnw">TikTok</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/twitter/" > <span class="wsnw">Twitter</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/youtube/" > <span class="wsnw">YouTube</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/other-platforms/" > <span class="wsnw">Other</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/all-platforms/" > <span class="wsnw">All Networks</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-industries" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Industries menu" aria-controls="header-nav-industries-id" aria-expanded="false" aria-label="Open Industries menu" > <span class="f300 f400-m f400-xm f300-l ">Industries</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-industries" class="dn" id="header-nav-industries-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/tech-companies/" > <span class="wsnw">Tech/Software</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/higher-education/" > <span class="wsnw">Higher Education</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/retail/" > <span class="wsnw">Retail</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/healthcare/" rel="nofollow" > <span class="wsnw">Healthcare</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/nonprofit/" > <span class="wsnw">Nonprofit</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/agency/" > <span class="wsnw">Agency</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/government/" > <span class="wsnw">Government</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/travel-and-hospitality/" > <span class="wsnw">Travel & Hospitality</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/industries/" > <span class="wsnw">All Industries</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-career-growth" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Career Growth menu" aria-controls="header-nav-career-growth-id" aria-expanded="false" aria-label="Open Career Growth menu" > <span class="f300 f400-m f400-xm f300-l ">Career Growth</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-career-growth" class="dn" id="header-nav-career-growth-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/marketing/" > <span class="wsnw">Marketing Disciplines</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/leveling-up/" > <span class="wsnw">Leveling Up</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/leadership/" > <span class="wsnw">Leadership</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/diversity-equity-inclusion/" > <span class="wsnw">Diversity, Equity & Inclusion</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/career-growth/" > <span class="wsnw">All Career Growth</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-marketing-insights" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Marketing Insights menu" aria-controls="header-nav-marketing-insights-id" aria-expanded="false" aria-label="Open Marketing Insights menu" > <span class="f300 f400-m f400-xm f300-l ">Marketing Insights</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-marketing-insights" class="dn" id="header-nav-marketing-insights-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/corporate-communications/" > <span class="wsnw">Corporate Communications</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/culture/" > <span class="wsnw">Culture Strategies</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/customer-experience/" > <span class="wsnw">Customer Experience</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/digital-transformation/" > <span class="wsnw">Digital Transformation</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/whats-next/" > <span class="wsnw">What's Next</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/marketing-insights/" > <span class="wsnw">All Marketing Insights</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-sprout" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Sprout menu" aria-controls="header-nav-sprout-id" aria-expanded="false" aria-label="Open Sprout menu" > <span class="f300 f400-m f400-xm f300-l ">Sprout</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-sprout" class="dn" id="header-nav-sprout-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/using-sprout/" > <span class="wsnw">Sprout in Action</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/product-updates/" > <span class="wsnw">Updates & Enhancements</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/team-sprout/" > <span class="wsnw">Team Sprout</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/sprout-engineering/" > <span class="wsnw">Sprout Engineering</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://learning.sproutsocial.com/" > <span class="wsnw">Learning Portal</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/press/" > <span class="wsnw">Press</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/sprout/" > <span class="wsnw">All Sprout Social</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-resources" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Resources menu" aria-controls="header-nav-resources-id" aria-expanded="false" aria-label="Open Resources menu" > <span class="f300 f400-m f400-xm f300-l ">Resources</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-resources" class="dn" id="header-nav-resources-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/resources/" > <span class="wsnw">Resource Center</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/case-studies/" > <span class="wsnw">Case Studies</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/guides/" > <span class="wsnw">Guides</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/webinars/" > <span class="wsnw">Webinars</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/data/" > <span class="wsnw">Data Reports</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/templates/" > <span class="wsnw">Templates</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/interactive/" > <span class="wsnw">Interactive</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/events/" > <span class="wsnw">Events</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/podcasts/" > <span class="wsnw">Podcasts</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://community.sproutsocial.com/" > <span class="wsnw">Community</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/free-tools/" > <span class="wsnw">Free Social Media Tools</span> </a> </div> </div> </div> </li> <li class="mt0 w-100p w-auto-ns"> <a class="c--text-inverse c--text-l db fw-bold mr400-l pa400 wsnw" href="/insights/all-topics/"> <span class="f300 f400-m f400-xm f300-l ">All Topics</span> </a> </li> </ul> <div class="dn db-l mt0"> <button class="button-reset flex items-center pa0 ma0 py300" aria-controls="header-nav-search" aria-label="Open simple search form" > <svg class="mr200" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"></path> </svg> Search </button> <div id="header-nav-search" aria-labelledby="header-nav-search-label" class="dn" role="region" > <div class="pointer-events-none absolute-l b--neutral-200-l bt-l c--text-dark left0 pb400-l overflow-hidden-l top-100p w-100p z8"> <div class="bg--neutral-0 shadow200-l"> <div class="pointer-events-all mw900 mx-auto py650-l relative"> <button class="button-reset absolute mt300 right0 top0 js-sprout-nav-close" aria-label="Close simple search form" > <svg class="c--text-dark" height="18" role="img" viewBox="0 0 320 512" width="18" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M207.6 256l107.72-107.72c6.23-6.23 6.23-16.34 0-22.58l-25.03-25.03c-6.23-6.23-16.34-6.23-22.58 0L160 208.4 52.28 100.68c-6.23-6.23-16.34-6.23-22.58 0L4.68 125.7c-6.23 6.23-6.23 16.34 0 22.58L112.4 256 4.68 363.72c-6.23 6.23-6.23 16.34 0 22.58l25.03 25.03c6.23 6.23 16.34 6.23 22.58 0L160 303.6l107.72 107.72c6.23 6.23 16.34 6.23 22.58 0l25.03-25.03c6.23-6.23 6.23-16.34 0-22.58L207.6 256z"></path> </svg> </button> <div class="c--text-inverse c--text-l f300 mw700 mx-auto"> <p id="header-nav-search-label" class="fw-extrabold f600 mb300">Search the Blog</p> <div class="mt0 relative"> <form id="header-nav-search-form-desktop" action="https://sproutsocial.com/insights" novalidate="novalidate" class="flex"> <input name="s" type="text" class="pl500 js-search-field" placeholder="What are you searching for?" /> <button class="button-reset br500 bg--primary hover-bg--primary-hover interaction--hover c--neutral-0 db fw-bold ml400 mx350 px600 py300 tc"> Search </button> </form> <div class="pointer-events-none absolute flex h-100p items-center left0 px350 top0"> <svg class="c--text-dark" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"></path> </svg> </div> </div> </div> </div> </div> </div> </div> </div> <div class="relative-l my-auto w-100p w-auto-l dn-l "> <button id="header-nav-login-mobile" class="button-reset c--text-inverse c--text-l fw-bold inline-flex items-center justify-between mr400-l pa400 pa0-l w-100p w-auto-l" title="Open Login Menu" aria-controls="header-nav-login-mobile-modal" aria-expanded="false" aria-label="Open Login Menu" > <span class="f300 f400-m f400-xm f300-l ">Login</span> <span aria-hidden="true" class="rotate-caret ml300" > <svg class="h400 h350-l" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </span> </button> <div id="header-nav-login-mobile-modal" class="dn" > <div class="login-modal pointer-events-all absolute-l bg--neutral-0-l mt400-l pl600 pl0-l pb450 pb0-l right0-l w-100p w425-l"> <a aria-label="Sprout Social Login" class="c--text-inverse c--text-l flex fw-bold-l hover-bg--neutral-200-l hover-no-underline items-center justify-between py350 pa400-l w-100p" href="https://app.sproutsocial.com/dashboard/" rel="noopener noreferrer" target="_blank" title="Sprout Social Login" > <div class="flex items-center"> <svg xmlns="http://www.w3.org/2000/svg" width="16" height="18" viewBox="0 0 16 18" fill="none"> <path fill-rule="evenodd" clip-rule="evenodd" d="M9.5 14.5H5L1.70711 17.7929C1.5745 17.9255 1.39464 18 1.20711 18C0.816583 18 0.5 17.6834 0.5 17.2929V6C0.5 2.68629 3.18629 0 6.5 0H15.5V8.5C15.5 11.8137 12.8137 14.5 9.5 14.5ZM12.9393 1.5H7.75V6.68934L12.9393 1.5ZM14 2.56065L8.81066 7.75H14V2.56065ZM13.9378 9.25C13.5807 11.3783 11.7297 13 9.5 13H4.37868L2 15.3787V14.5607L7.31066 9.25H13.9378ZM2 12.4393L6.25 8.18933V1.50683C3.881 1.63655 2 3.59861 2 6V12.4393Z" fill="#364141"/> </svg> <span class="f300 f400-m f400-xm f300-l ml300">Sprout Social<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Sprout Social Login" aria-labelledby="fa_angle_right_1313265546" > <title id="fa_angle_right_1313265546">Sprout Social Login</title> <path fill="currentColor" d="M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z"></path> </svg> </a> <a aria-label="Employee Advocacy Login" class="c--text-inverse c--text-l flex fw-bold-l hover-bg--neutral-200-l hover-no-underline items-center justify-between py350 pa400-l w-100p" href="https://advocacy.sproutsocial.com/login" rel="noopener noreferrer" target="_blank" title="Employee Advocacy Login" > <div class="flex items-center"> <svg xmlns="http://www.w3.org/2000/svg" width="15" height="18" viewBox="0 0 15 18" fill="none"> <path fill-rule="evenodd" clip-rule="evenodd" d="M15 2.625C15 4.07475 13.8247 5.25 12.375 5.25C10.9253 5.25 9.75 4.07475 9.75 2.625C9.75 1.17525 10.9253 0 12.375 0C13.8247 0 15 1.17525 15 2.625ZM13.5 2.625C13.5 3.24632 12.9963 3.75 12.375 3.75C11.7537 3.75 11.25 3.24632 11.25 2.625C11.25 2.00368 11.7537 1.5 12.375 1.5C12.9963 1.5 13.5 2.00368 13.5 2.625Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M8.5 5.7998C8.5 7.04245 7.49264 8.0498 6.25 8.0498C5.00736 8.0498 4 7.04245 4 5.7998C4 4.55716 5.00736 3.5498 6.25 3.5498C7.49264 3.5498 8.5 4.55716 8.5 5.7998ZM7 5.7998C7 6.21402 6.66421 6.5498 6.25 6.5498C5.83579 6.5498 5.5 6.21402 5.5 5.7998C5.5 5.38559 5.83579 5.0498 6.25 5.0498C6.66421 5.0498 7 5.38559 7 5.7998Z" fill="#364141"/> <path d="M1.5 10.5C2.32843 10.5 3 9.82843 3 9C3 8.17157 2.32843 7.5 1.5 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management guide for marketing leaders</h1></div></div><div class="flex mw900 mx-auto w-100p"><div class="f300 f200-l flex items-center px450 px350-l py500 w-100p js-social-share"><a href="https://sproutsocial.com/insights/author/kimberleemeier/" title="Kimberlee Meier" style="" aria-hidden="true" tabindex="-1" class="db" ><img src="https://media.sproutsocial.com/uploads/2024/02/KM-Headshot-96x96.jpeg" class="Avatar b--neutral-200 ba square650 square500-ns mr350" loading="lazy"/><span class="screenreader">Kimberlee Meier</span></a><div class="flex-ns items-center"><p><span class="screenreader">Written by</span><span aria-hidden="true">by </span><a href="https://sproutsocial.com/insights/author/kimberleemeier/"> Kimberlee Meier</a></p><svg class="dn db-ns ml500 mr300 mt0" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M0 464c0 26.5 21.5 48 48 48h352c26.5 0 48-21.5 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A cybersecurity attack or reputational crisis that can turn a normal working day into a sink or swim scenario. </span></p> <p><span style="font-weight: 400">A good number of companies aren’t prepared for a crisis like this. However, an effective</span><a href="https://sproutsocial.com/insights/crisis-communication-examples/"><span style="font-weight: 400"> crisis communication</span></a><span style="font-weight: 400"> strategy can help your company plan for a worst case scenario and emerge with your reputation intact. </span></p> <p><span style="font-weight: 400">While we hope any crisis management plan will remain in storage and never used—preparation is key. This comprehensive guide to crisis management will provide you with actionable tips on how to build a strategy to respond to any crisis efficiently and keep customers informed. </span></p> <h4><strong>Table of contents</strong></h4> <ul> <li><a href="#what">What is crisis management?</a></li> <li><a href="#types">Types of crises to manage</a></li> <li><a href="#stages">Stages of crisis management</a></li> <li><a href="#crisis">5 crisis management strategies for your brand</a></li> </ul> <h2 id="what">What is crisis management?</h2> <p><span style="font-weight: 400">Crisis management is the process of mitigating a sudden or significant incident, which can have a negative impact on a business. The goal is to limit the effect of the incident, keep the business running smoothly and learn from the response to help with future crises.</span></p> <figure class="tc"><img fetchpriority="high" decoding="async" class="db mx-auto" src="https://media.sproutsocial.com/uploads/2024/04/Question-Callout-Template-13-1024x1024.jpg" alt="A callout card describing crisis management as the process of mitigating a sudden or significant incident, which can have a negative impact on a business."" width="700" height="700" /></figure> <p><span style="font-weight: 400">If a crisis isn’t handled quickly, it can cause widespread damage. For example, an unresolved data breach can lead to financial loss for customers. This can snowball into reputational damage for the company that impacts revenue and customer trust. </span></p> <p><span style="font-weight: 400">An internal </span><a href="https://sproutsocial.com/insights/guides/social-media-crisis-management/"><span style="font-weight: 400">crisis management strategy</span></a><span style="font-weight: 400"> can help a company resolve an incident—and keep its reputation intact. </span></p> <p><span style="font-weight: 400"><strong>Pro tip</strong>: Use our free three-step crisis management plan template to build out your crisis response team and set updated emergency response protocols. </span></p> <p class="tc"><a class="button" href="https://sproutsocial.com/insights/templates/crisis-management-plan-template/" target="_blank" rel="noopener noreferrer">Get the template</a></p> <h2 id="types">Types of crises to manage</h2> <p><span style="font-weight: 400">Business crises come in all shapes and sizes. A natural disaster can hit supply chains and disrupt customer orders. A public health crisis can put worker safety at risk. A reputational crisis can damage your standing with loyal customers and negatively impact </span><a href="https://sproutsocial.com/insights/brand-reputation-management/" rel="noopener"><span style="font-weight: 400">brand reputation</span></a><span style="font-weight: 400">.</span></p> <p><span style="font-weight: 400">The types of crises an organization faces fall into two baskets: </span></p> <ul> <li style="font-weight: 400"><b>Self-inflicted.</b><span style="font-weight: 400"> These are crises caused by someone or something within an organization. Think of a customer support person offering terrible service that leads to an angry social post. Or, an employee accidentally clicking on a phishing link in an email, leading to a data breach. These crises can be minimized (or even avoided) with training, internal strategies and protocols. </span></li> <li style="font-weight: 400"><b>External events.</b><span style="font-weight: 400"> These crises are harder to stop as they are usually outside an organization’s control. Think of natural disasters, online rumors or network hacks. Still, a solid crisis management strategy can dampen any negative impact. </span></li> </ul> <p><span style="font-weight: 400">Here are five typical crises an organization should prepare to respond to. </span></p> <h3><strong>Cybersecurity breaches</strong></h3> <p><span style="font-weight: 400">A cybersecurity breach is when a company is targeted in a ransomware attack or data hack. These breaches usually have malicious intent, where the hacker(s) gain access to sensitive customer information like credit card details and addresses. </span></p> <p><span style="font-weight: 400">In October 2023, a hacker breached 23andMe’s database and stole information about millions of customers and threatened to publish the leaked data. </span></p> <p><a href="https://twitter.com/DarkWebInformer/status/1709348139793068069" target="_blank" rel="noopener"><img decoding="async" class="db mx-auto aligncenter" src="https://media.sproutsocial.com/uploads/2024/04/Cybersecurity-breach.png" alt="A tweet talking about a 23andMe cybersecurity breach" width="545" height="574" /></a></p> <p><span style="font-weight: 400">The hack was a PR nightmare for 23andMe. Eventually, the company required all users to use two-step verification and reset their password. </span></p> <p><span style="font-weight: 400">The incident had a knock-on effect. Other DNA test companies like </span><a href="https://techcrunch.com/2023/11/07/23andme-ancestry-myheritage-two-factor-by-default/" target="_blank" rel="noopener"><span style="font-weight: 400">MyHeritage and Ancestry</span></a><span style="font-weight: 400"> followed suit and implemented two-factor authentication to avoid a similar breach and PR crisis.</span></p> <h3><strong>Public health crisis</strong></h3> <p><span style="font-weight: 400">Public health crises are classed as an “external” crisis. </span></p> <p><span style="font-weight: 400">When COVID-19 hit in early 2020, businesses had to adapt operations overnight. A </span><a href="https://www.gallup.com/workplace/292334/covid-strategies-policies-world-largest-companies.aspx" target="_blank" rel="noopener"><span style="font-weight: 400">Gallup study</span></a><span style="font-weight: 400"> found companies with crisis management teams in place tailored their response to the public health crisis depending on employees’ location. </span></p> <p><span style="font-weight: 400">Having a crisis management plan in place helped company leaders meet regularly and communicate any new public health information to employees. In addition to cutting operations to critical functions only, these organizations moved tasks to unaffected regions and urged employees not to panic. </span></p> <h3><strong>Natural disasters</strong></h3> <p><span style="font-weight: 400">Natural disasters like storms, hurricanes, flooding and tsunamis are beyond the control of any business, but they can still negatively impact operations and reputation.</span></p> <p><span style="font-weight: 400">In 1998, residents in eastern Ontario and Quebec were hit by an ice storm referred to as one of the worst natural disasters in Canadian history. Twenty-five people died and damages grew to </span><a href="https://canadiangeographic.ca/articles/lessons-learned-from-the-ice-storm-of-1998" target="_blank" rel="noopener"><span style="font-weight: 400">around $5.4 billion</span></a><span style="font-weight: 400">. Businesses in the area were left without electricity and heating, and work slowed to a halt for nearly five weeks.</span></p> <p><a href="https://canadiangeographic.ca/articles/lessons-learned-from-the-ice-storm-of-1998/"><img decoding="async" class="db mx-auto aligncenter" src="https://media.sproutsocial.com/uploads/2024/04/Ontario-ice-storm.png" alt="Damage from the 1998 Ontario ice storm" width="1024" height="741" /></a></p> <p><span style="font-weight: 400">Suzanne Bernier</span><span style="font-weight: 400"> was a crisis management consultant for the Ontario government during the disaster and </span><a href="https://www.reddit.com/r/IAmA/comments/2mf4jc/iama_crisis_management_consultant_speaker_and/" target="_blank" rel="noopener"><span style="font-weight: 400">talked about the experience on Reddit</span></a><span style="font-weight: 400">. Alongside coordinating crisis response communications, she also </span><span style="font-weight: 400">worked with other departments to manage the emergency. </span></p> <h3><strong>Financial crisis</strong></h3> <p><span style="font-weight: 400">Financial crises can be caused by bad internal management and external factors like market fluctuations or lackluster economies. These crises can threaten the stability of a business and in severe cases—lead to insolvency or bankruptcy. In this scenario, an organization must have a strong contingency plan and maintain ongoing communication with customers for transparency and to avoid panic. </span></p> <p><span style="font-weight: 400">In 2023, business owners were hit by the second-biggest bank failure in U.S. history when Silicon Valley Bank (SVB) collapsed, seemingly overnight. </span></p> <p><span style="font-weight: 400">The crisis began when the bank issued a press release to say it wanted to raise cash—a statement </span><a href="https://www.fastcompany.com/90867203/how-a-press-release-doomed-silicon-valley-bank" target="_blank" rel="noopener"><span style="font-weight: 400">Fast Company labeled</span></a><span style="font-weight: 400"> “the press release from hell”. It had the opposite effect and customers rushed to the bank to take out their money. </span></p> <p><a href="https://twitter.com/BrianRoemmele/status/1634254882046889986" target="_blank" rel="noopener"><img loading="lazy" decoding="async" class="db mx-auto aligncenter" src="https://media.sproutsocial.com/uploads/2024/04/Silicon-Valley-Bank-line.png" alt="People lining up outside Silicon Valley Bank" width="464" height="631" /></a></p> <p><span style="font-weight: 400">By the time SVB spoke out that afternoon, it was too late—customers had withdrawn $42 billion in a single day. The bank had a negative balance and the government had to guarantee deposits. Just three weeks after the disaster, Silicon Valley Bank was acquired by First Citizens Bank. </span></p> <h3><span style="font-weight: 400"><strong>Reputation crisis</strong></span></h3> <p><span style="font-weight: 400">Reputational damage can impact everything from consumer confidence to revenue and stock prices. These crises occur from incidents like product recalls or poorly executed campaigns that dent consumer trust. </span></p> <p><span style="font-weight: 400">Case in point, the Chipotle E Coli outbreak in 2015. Sixty cases of E Coli poisoning linked to Chipotle were reported to the CDC across 14 states. The knock to the company’s reputation led to a quick drop in consumer confidence. Not surprisingly, it also hit Chipotle sales and its </span><a href="https://www.marketwatch.com/story/chipotle-stock-is-facing-a-long-road-to-recovery-from-e-coli-outbreak-2016-03-29" target="_blank" rel="noopener"><span style="font-weight: 400">stock price dropped by 34%</span></a><span style="font-weight: 400">. </span></p> <p><span style="font-weight: 400">The company responded swiftly. It publicly apologized and took full responsibility for the outbreak and shut down stores nationwide to implement new food safety testing and training programs. Chipotle also hired a film crew to spend two weeks in its kitchens to film a campaign called </span><a href="https://ir.chipotle.com/2019-02-11-Behind-The-Foil-Chipotle-Unwraps-The-Brands-Commitment-To-Real-Food-And-Transparency" target="_blank" rel="noopener"><span style="font-weight: 400">‘Behind the Foil’</span></a><span style="font-weight: 400">, which gave customers a sneak peek at how food is prepared.</span></p> <p><a href="https://youtu.be/rLtIC3vFqCY?si=HJi15Dr9ho0fmRzO" target="_blank" rel="noopener"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/Chipotle-promotional-video.png" alt="Scenes from Chipotle's "Behind the Foil" promotional YouTube video" width="1600" height="1017" /></a></p> <p><span style="font-weight: 400">The turnaround worked. By 2019, Chipotle was the </span><a href="http://money.com/money/5643417/chipotle-stock-comeback/" target="_blank" rel="noopener"><span style="font-weight: 400">second highest performing stock</span></a><span style="font-weight: 400"> on the S&P 500. </span></p> <h2 id="stages">Stages of crisis management</h2> <p><span style="font-weight: 400">Effective crisis management relies on early detection, flexibility and adapting communication to fit the incident. There are six stages you should consider: </span></p> <h3><strong>Pre-crisis</strong></h3> <p><span style="font-weight: 400">A thorough crisis management plan is an integral part of avoiding self-inflicted crises and minimizing the impact of external events. This plan can be used to train every employee to respond to a crisis and lessen the damage to your company and customers. </span></p> <p><span style="font-weight: 400">Pre-crisis preparation involves:</span></p> <ul> <li style="font-weight: 400"><span style="font-weight: 400">Understanding your customers and potential crises your businesses is at risk from (self-inflicted and external)</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Creating and monitoring a company-wide crisis management plan</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Appointing employees to your crisis management team with specific roles and responsibilities</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Conducting training (like mock crisis responses) to test the appointed team. These mock exercises will ensure your team is capable of carrying out the crisis management plan successfully</span></li> </ul> <p><span style="font-weight: 400">Also, consider having a predefined communications package for emergencies. These include:</span></p> <ul> <li style="font-weight: 400"><b>Templates</b><span style="font-weight: 400"> with pre-loaded information for press releases and social media announcements can give your team a head start in executing timely communication. </span></li> <li style="font-weight: 400"><a href="https://sproutsocial.com/insights/saved-replies/" rel="noopener"><b>Saved Replies</b></a><span style="font-weight: 400"> are perfect for answering common customer questions quickly. </span></li> <li style="font-weight: 400"><a href="https://sproutsocial.com/insights/sprout-chatbot-builder/" rel="noopener"><b>Automated chatbots</b></a><span style="font-weight: 400"> keep every communication during a crisis on-brand. Chatbots can mitigate the early stages of crisis communication and leave your team to navigate crisis identification and next steps. </span></li> </ul> <p><span style="font-weight: 400">If your company doesn’t have a crisis communication plan in place, use Sprout’s template for </span><a href="https://sproutsocial.com/insights/templates/crisis-management-plan-template/" rel="noopener"><span style="font-weight: 400">building a crisis management plan</span></a><span style="font-weight: 400"> to get started. </span></p> <h3><strong>Crisis identification</strong></h3> <p><span style="font-weight: 400">If a crisis does land on your company’s doorstep—assess it immediately. </span></p> <p><span style="font-weight: 400">Start by determining what you know about the crisis so far, what caused it and how many customers will be impacted. Also ascertain how much of the company it will impact.</span></p> <p><span style="font-weight: 400">Crises move fast and new information can trickle in every hour (or minute). This basic information will help your crisis management team shape its response and next steps. Don’t wait to know everything before issuing a response and starting damage control. </span></p> <h3><strong>Assessment and evaluation</strong></h3> <p><span style="font-weight: 400">Go deeper to gather information about the possible impacts of the crisis. Think about your customers and how to communicate with them effectively. Answers questions like: </span></p> <ul> <li style="font-weight: 400"><b>Who?</b><span style="font-weight: 400"> Who are the customers you should be talking to right now? Who is the person on your crisis management team in charge of organizing these comms? </span></li> <li style="font-weight: 400"><b>When?</b><span style="font-weight: 400"> When will we announce what we know about the situation? (Hint: sooner is </span><b>always</b><span style="font-weight: 400"> better)</span></li> <li style="font-weight: 400"><b>How?</b><span style="font-weight: 400"> How will the company share information? Will it be short social media posts or a more detailed press release? </span></li> <li style="font-weight: 400"><b>Where?</b><span style="font-weight: 400"> What platform should the team use to make updates and announcements? </span></li> <li style="font-weight: 400"><b>Why?</b><span style="font-weight: 400"> Is the crisis significant enough to share information publicly on social media, or should you talk to customers through other platforms like email? If so, why? </span></li> </ul> <p><span style="font-weight: 400">These answers will help your crisis management team understand who to prioritize and what platforms to communicate information to customers with. </span></p> <h3><strong>Response</strong></h3> <p><span style="font-weight: 400">Respond to a crisis quickly, firmly and according to your management plan. Your response should also be measured. </span></p> <p><span style="font-weight: 400">For example, taking ownership of a situation by apologizing should only be done after some due diligence. Any statement issued should include next steps and positions if you are certain they will be followed. False promises lead to bad publicity and can make the situation worse. </span></p> <p><span style="font-weight: 400">Release information as soon as it’s available. For example, if your company experiences a cyber security breach, don’t wait to update your customers. Reiterate the measures your company is taking to mitigate the situation (like updating security procedures) each time to remind them your priority is safeguarding their information. </span></p> <p><span style="font-weight: 400">Monitor customer communication online and reply to any social media comments as soon as possible. This brings us to our next point.</span></p> <h3><span style="font-weight: 400"><strong>Brand reputation</strong></span></h3> <p><span style="font-weight: 400">Focus on your brand reputation the second a crisis starts, as it can do lasting damage to your brand. Monitor how customers (and the wider public) are responding to your brand from the earliest stage of the crisis and adapt your strategy accordingly. For example, if customers are posting on X (formerly known as Twitter) about the lack of transparency, consider releasing a statement or social media post with more information. </span></p> <p><span style="font-weight: 400">Thankfully, monitoring brand reputation is easier than pressing refresh on your social feed every 30 seconds. Sprout Social has </span><a href="https://sproutsocial.com/insights/message-spike-alerts/" rel="noopener"><span style="font-weight: 400">message spike alerts</span></a><span style="font-weight: 400"> to notify you of an influx of incoming messages and mentions.</span></p> <figure class="tc"><img loading="lazy" decoding="async" class="alignnone" src="https://media.sproutsocial.com/uploads/PI_Engagement_Smart_Inbox_Message_Spike_Alert.png" alt="Sprout Social's dashboard shows message spike detection. In the image you can see the Smart Inbox and a message alert that reads: We started detecting a spike 5 minutes ago." width="2000" height="1218" /></figure> <p><span style="font-weight: 400">Your crisis management team can use this information to respond to posters quickly inside the Smart Inbox before these complaints turn into a larger problem. </span></p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/Sprout-Social-smart-inbox.png" alt="Messages inside Sprout Social's Smart Inbox where you can reply to a message directly" width="1600" height="974" /></figure> <h3><span style="font-weight: 400"><strong>Learning and adaptation</strong></span></h3> <p><span style="font-weight: 400">The final step of the crisis management process is reflecting on what went right (and wrong) to improve processes for next time.</span></p> <p><span style="font-weight: 400">Ask yourself: </span></p> <ul> <li style="font-weight: 400"><span style="font-weight: 400">What parts of the crisis management plan were executed correctly?</span></li> <li style="font-weight: 400"><span style="font-weight: 400">What were the main challenges and how can they be better planned for?</span></li> <li style="font-weight: 400"><span style="font-weight: 400">Did the crisis management team have the training/plans needed to succeed?</span></li> <li style="font-weight: 400"><span style="font-weight: 400">What communications and platforms worked best with our audience?</span></li> </ul> <p><span style="font-weight: 400">These answers will help your team spot any wins (and weaknesses) and give you a clear understanding of what changes must be made to the current crisis plan. </span></p> <p><span style="font-weight: 400">Want some help? Use our </span><a href="https://sproutsocial.com/insights/templates/social-media-brand-crisis-retrospective-worksheet/" rel="noopener"><span style="font-weight: 400">crisis retrospective worksheet</span></a><span style="font-weight: 400"> to guide you through the post-crisis process and sharpen your strategy. </span></p> <p><span style="font-weight: 400">Now you know the stages of a crisis, let’s look at some crisis management strategies to use in a real-life scenario. </span></p> <h2 id="crisis">5 crisis management strategies for your brand</h2> <p><span style="font-weight: 400">Every crisis is different. A solid crisis management strategy and how prepared your company is to deal with each scenario can make all the difference. </span></p> <p><span style="font-weight: 400">Here are five ways to build one to protect your brand. </span></p> <h3><strong>Build a crisis management team</strong></h3> <p><span style="font-weight: 400">A crisis management team is (arguably) the most important element of any crisis management strategy. It’s your first line of defense when a crisis hits. </span></p> <p><span style="font-weight: 400">To create one, start by building out your sub-team with employees who are comfortable managing people and executing plans. Think about what bases you need to cover (like communications/PR, IT, human resources, operations) and appoint a sub-team leader for each area. </span></p> <p><b>Tasks for this step:</b></p> <p><span style="font-weight: 400">Build a crisis management team and appoint leaders for each department (social media, legal, HR, etc). And nominate a crisis manager who will coordinate the response and delegate tasks during a crisis. </span></p> <h3><span style="font-weight: 400"><strong>Communicate proactively</strong></span></h3> <p><span style="font-weight: 400">Your crisis team must decide how the first piece of communication will be phrased, as it will set the tone for the entire response. Let’s imagine your company is hit by a data breach. If your crisis management team prepared a template response during pre-crisis planning, it’s time to use it. </span></p> <p><span style="font-weight: 400">Here’s an example: </span></p> <blockquote><p><i><span style="font-weight: 400">“(Your company name) values your business and understands how important the privacy of your information is. During the early morning hours of this morning, our servers experienced a possible data security incident and your information may be involved. We have opened an investigation and will be in constant communication to update you as it progresses.”</span></i></p></blockquote> <p><span style="font-weight: 400">Then, think about next steps. During the first crucial hours of a crisis, the team should release more official information, like a press release, which can be used by mainstream media. The goal here is to reach any customers who missed the initial response to the crisis. Identify the platforms customers are most active on to spread your message more effectively. If your team needs to be trained on other communication styles like press releases and conferences, organize it now. </span></p> <p><span style="font-weight: 400">It’s also important to check if there are regular social media posts or email scheduled to go out. If so, consider pausing them until the crisis is under control. Either do this manually or </span><a href="https://sproutsocial.com/insights/crisis-management-tools-in-sprout/"><span style="font-weight: 400">use Sprout’s</span></a><span style="font-weight: 400"> “Pause All” button in the publishing settings to do it with one click:</span></p> <p><span style="font-weight: 400"> <img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/Sprout-Social-pause-all-feature.png" alt="Sprout Social's pause all feature will stop social media posts " width="1600" height="974" /></span></p> <p><span style="font-weight: 400">It’s also important to hit pause on any non-crisis communication/campaigns until the crisis is resolved.</span></p> <h3><strong>Collaborate internally with the crisis team</strong></h3> <p><span style="font-weight: 400">Update the wider company (outside of the crisis management team) on what has happened and how to communicate about the crisis. </span></p> <p><span style="font-weight: 400">These employees must understand there is a crisis management team in place to handle communication. They should not talk to the media or </span><a href="https://sproutsocial.com/insights/social-media-collaboration/" rel="noopener"><span style="font-weight: 400">respond to comments on social media</span></a><span style="font-weight: 400"> without authorized consent. This is to ensure every communication from your company is inline with the overall crisis strategy. </span></p> <h3><span style="font-weight: 400"><strong>Boost efficiency with a crisis management tool</strong></span></h3> <p><span style="font-weight: 400">Monitoring your social media before, during and after a crisis is key. It helps your team understand your customers and how well your crisis management plan performed. </span></p> <p><span style="font-weight: 400">Certain </span><a href="https://sproutsocial.com/insights/social-media-analytics/" rel="noopener"><span style="font-weight: 400">social media analytics</span></a><span style="font-weight: 400"> like performance analysis and audience insights can track engagement around crisis messaging. Using metrics like reach, clicks and views, it’s easier to spot which posts and platforms worked best to get information out to your audience. </span></p> <p><span style="font-weight: 400">The right crisis management tool also helps with:</span></p> <ul> <li style="font-weight: 400"><b>Analyzing brand sentiment</b><span style="font-weight: 400">. With </span><a href="https://sproutsocial.com/insights/sentiment-analysis/" rel="noopener"><span style="font-weight: 400">sentiment analysis</span></a><span style="font-weight: 400">, you can automatically monitor if the sentiment expressed towards your brand is positive, negative or neutral. Set alerts based on keywords or for a particular crisis so you never miss a post.</span></li> <li style="font-weight: 400"><b>Managing customer messages. </b><span style="font-weight: 400">Your social networks and customer care inbox will be inundated with customer messages during a crisis. Tools like </span><a href="https://sproutsocial.com/features/smart-inbox/" rel="noopener"><span style="font-weight: 400">Sprout’s Smart Inbox</span></a><span style="font-weight: 400"> enables your crisis team to respond across multiple platforms and escalate important messages. The </span><a href="https://support.sproutsocial.com/hc/en-us/articles/115005887043-Collision-Detection" rel="noopener"><span style="font-weight: 400">Collision Detection </span></a><span style="font-weight: 400">tool even stops one person working on a response to improve efficiency.</span></li> </ul> <p><span style="font-weight: 400">For common questions, your crisis team can also configure a </span><a href="https://support.sproutsocial.com/hc/en-us/articles/115003059703-Bot-Builder" rel="noopener"><span style="font-weight: 400">simple Sprout chatbot</span></a><span style="font-weight: 400"> to save time. While it’s not a replacement for human empathy during a crisis, it takes care of simple questions so your team can work on more pressing issues. </span></p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/Sprout-Social-chatbot.png" alt="Example configuration of a Sprout Social chatbot where you can build the flow based on the responses you want" width="1600" height="878" /></figure> <h2><span style="font-weight: 400"><strong>A crisis management plan can save your brand from disaster</strong></span></h2> <p><span style="font-weight: 400">Crises can be overwhelming without a strategy, and the scenarios we discussed in this guide are very real possibilities.</span></p> <p><span style="font-weight: 400">A </span><a href="https://sproutsocial.com/insights/templates/crisis-management-plan-template/" target="_blank" rel="noopener"><span style="font-weight: 400">crisis management strategy</span></a><span style="font-weight: 400"> allows your company to take control of any crisis the moment it hits. Crisis team leaders will have a blueprint on how to handle different situations so employees stay on the same page with communication and messaging. This pre-planning ensures every press release, social media post and email to customers follows your management strategy. </span></p> <p><span style="font-weight: 400">You can also use crisis management tools to store pre-made templates and plans to help your team respond quickly to any crisis to protect your brand reputation. Start tracking customer sentiment and streamlining communication during a crisis</span><span style="font-weight: 400"> with</span><a href="https://sproutsocial.com/trial/" target="_blank" rel="noopener"><span style="font-weight: 400"> a free 30-day trial of Sprout Social</span></a><span style="font-weight: 400">.</span></p> </div> <footer class="pt500 dn-p"> <div class="mw900 mx-auto w-100p"> <div class="flex w-100p"> <div class="flex items-center pr300 pt200"> <svg class="" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M0 252.118V48C0 21.49 21.49 0 48 0h204.118a48 48 0 0 1 33.941 14.059l211.882 211.882c18.745 18.745 18.745 49.137 0 67.882L293.823 497.941c-18.745 18.745-49.137 18.745-67.882 0L14.059 286.059A48 48 0 0 1 0 252.118zM112 64c-26.51 0-48 21.49-48 48s21.49 48 48 48 48-21.49 48-48-21.49-48-48-48z"></path> </svg> </div> <span class="screenreader">Categories</span> 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href="/social-customer-service/" > Customer Care </a></li><li class="mt0" aria-label="Brand Awareness"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/brand-awareness/" > Brand Awareness </a></li><li class="mt0" aria-label="Social Insights"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/social-media-insights/" > Social Insights </a></li><li class="f200 mt0 " aria-label="Industries"><button class="button-reset db w-100p pa0 js-accordion-button c--neutral-700 hover-c--neutral-800 py300 flex items-center" aria-labelledby="Solutions-m-footer-dropdown8" aria-expanded="false" aria-controls="Solutions-m-sublist8"><span id="Solutions-m-footer-dropdown8" class="flex items-center"> Industries </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Solutions-m-sublist8" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Solutions-sublist8"><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/travel-industry/" > Travel and Hospitality </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/software-industry/" > Computer and Software </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/retail-industry/" > Retail </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/higher-education-industry/" > Higher Education </a></li></ul></div></li><li class="mt0" aria-label="Premier Success"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/premier-success/" > Premier Success </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Solutions"> Solutions </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Solutions"><li class="mt200" aria-label="Enterprise"><a href="/enterprise/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Enterprise <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Agencies"><a href="/agencies/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Agencies <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Small and Medium Businesses"><a href="/smb/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Small and Medium Businesses <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Management"><a href="/social-media-management/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Customer Care"><a href="/social-customer-service/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Customer Care <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Brand Awareness"><a href="/brand-awareness/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Brand Awareness <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Insights"><a href="/social-media-insights/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Insights <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200 " aria-label="Industries"><button class="button-reset db c--neutral-700 hover-c--neutral-800 f200 px0 tl w-100p js-accordion-button flex items-center" aria-label="Industries" aria-expanded="false" aria-controls="Solutions-sublist8"><span id="Solutions-footer-dropdown8" class="flex items-center fw-normal">Industries</span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Solutions-sublist8" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Solutions-sublist8"><li class="mt200 fw-normal"><a href="/travel-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Travel and Hospitality </a></li><li class="mt200 fw-normal"><a href="/software-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Computer and Software </a></li><li class="mt200 fw-normal"><a href="/retail-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Retail </a></li><li class="mt200 fw-normal"><a href="/higher-education-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Higher Education </a></li></ul></div></li><li class="mt200" aria-label="Premier Success"><a href="/premier-success/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Premier Success <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Platform-m-footer-dropdown2" aria-expanded="false" aria-controls="Platform-m-sublist2"><span id="Platform-m-footer-dropdown2" class="flex justify-between items-center w-100p"><span class="db"> Platform </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Platform-m-sublist2" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Platform"><li class="mt0" aria-label="Social Analytics"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-analytics/" > Social Analytics </a></li><li class="mt0" aria-label="Social Engagement"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-engagement/" > Social Engagement </a></li><li class="mt0" aria-label="Social Publishing"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-publishing/" > Social Publishing </a></li><li class="mt0" aria-label="Social Listening"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-listening/" > Social Listening </a></li><li class="mt0" aria-label="Social Automation"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-automation/" > Social Automation </a></li><li class="mt0" aria-label="Social Collaboration"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/team-collaboration/" > Social Collaboration </a></li><li class="mt0" aria-label="AI & Automation"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/ai/" > AI & Automation </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Platform"> Platform </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Platform"><li class="mt200" aria-label="Social Analytics"><a href="/features/social-media-analytics/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Analytics <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Engagement"><a href="/features/social-media-engagement/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Engagement <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Publishing"><a href="/features/social-media-publishing/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Publishing <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Listening"><a href="/features/social-media-listening/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Listening <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Automation"><a href="/features/social-media-automation/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Automation <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Collaboration"><a href="/features/team-collaboration/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Collaboration <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="AI & Automation"><a href="/ai/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > AI & Automation <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Integrations-m-footer-dropdown3" aria-expanded="false" aria-controls="Integrations-m-sublist3"><span id="Integrations-m-footer-dropdown3" class="flex justify-between items-center w-100p"><span class="db"> Integrations </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Integrations-m-sublist3" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Integrations"><li class="mt0" aria-label="Facebook Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/facebook/" > Facebook Management </a></li><li class="mt0" aria-label="X Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/twitter/" > X Management </a></li><li class="mt0" aria-label="Instagram Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/instagram/" > Instagram Management </a></li><li class="mt0" aria-label="LinkedIn Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/linkedin/" > LinkedIn Management </a></li><li class="mt0" aria-label="Pinterest Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/pinterest/" > Pinterest Management </a></li><li class="mt0" aria-label="TikTok Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/tiktok/" > TikTok Management </a></li><li class="mt0" aria-label="YouTube Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/youtube/" > YouTube Management </a></li><li class="mt0" aria-label="Salesforce"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/salesforce/" > Salesforce </a></li><li class="mt0" aria-label="All Integrations"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/" > All Integrations </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Integrations"> Integrations </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Integrations"><li class="mt200" aria-label="Facebook Management"><a href="/integrations/facebook/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Facebook Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="X Management"><a href="/integrations/twitter/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > X Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Instagram Management"><a href="/integrations/instagram/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Instagram Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="LinkedIn Management"><a href="/integrations/linkedin/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > LinkedIn Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Pinterest Management"><a href="/integrations/pinterest/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Pinterest Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="TikTok Management"><a href="/integrations/tiktok/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > TikTok Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="YouTube Management"><a href="/integrations/youtube/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > YouTube Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Salesforce"><a href="/salesforce/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Salesforce <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="All Integrations"><a href="/integrations/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > All Integrations <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Company-m-footer-dropdown4" aria-expanded="false" aria-controls="Company-m-sublist4"><span id="Company-m-footer-dropdown4" class="flex justify-between items-center w-100p"><span class="db"> Company </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Company-m-sublist4" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Company"><li class="mt0" aria-label="About Sprout"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/about/" > About Sprout </a></li><li class="mt0" aria-label="Pricing"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/pricing/" > Pricing </a></li><li class="mt0" aria-label="Contact Us"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/contact-us/" > Contact Us </a></li><li class="mt0" aria-label="Careers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/careers/" > Careers </a></li><li class="mt0" aria-label="Customers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/customers/" > Customers </a></li><li class="mt0" aria-label="Investors"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="https://investors.sproutsocial.com" target="_blank" > Investors </a></li><li class="mt0" aria-label="Sustainability"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/sustainability/" > Sustainability </a></li><li class="mt0" aria-label="Security"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/security/" > Security </a></li><li class="mt0" aria-label="Trust Center"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/trust-center/" > Trust Center </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Company"> Company </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Company"><li class="mt200" aria-label="About Sprout"><a href="/about/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > About Sprout <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Pricing"><a href="/pricing/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Pricing <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Contact Us"><a href="/contact-us/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Contact Us <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Careers"><a href="/careers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Careers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Customers"><a href="/customers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Customers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Investors"><a href="https://investors.sproutsocial.com" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" target="_blank" rel="noopener noreferrer" > Investors <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Sustainability"><a href="/sustainability/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Sustainability <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Security"><a href="/security/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Security <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Trust Center"><a href="/trust-center/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Trust Center <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Resources-m-footer-dropdown5" aria-expanded="false" aria-controls="Resources-m-sublist5"><span id="Resources-m-footer-dropdown5" class="flex justify-between items-center w-100p"><span class="db"> Resources </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Resources-m-sublist5" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Resources"><li class="mt0" aria-label="The Sprout Social Index"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/index/" > The Sprout Social Index <span style="font-size:9px;" class="v-top">TM</span></a></li><li class="mt0" aria-label="Sprout Blog"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/" > Sprout Blog </a></li><li class="mt0" aria-label="Arboretum"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="https://community.sproutsocial.com/" > Arboretum </a></li><li class="mt0" aria-label="Resource Center"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/insights/resources/" > Resource Center </a></li><li class="mt0" aria-label="Social Media Glossary"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/glossary/" > Social Media Glossary </a></li><li class="mt0" aria-label="Find Influencers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/influencer-marketing/find-influencers/" > Find Influencers </a></li><li class="mt0" aria-label="Agency Partner Directory"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/partner-directory" > Agency Partner Directory </a></li><li class="mt0" aria-label="Affiliate and Referrals"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/partnership-program/" > Affiliate and Referrals </a></li><li class="mt0" aria-label="Brand Assets"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="https://seeds.sproutsocial.com/brand-assets/" > Brand Assets </a></li><li class="f200 mt0 " aria-label="Free Social Media Tools"><button class="button-reset db w-100p pa0 js-accordion-button c--neutral-700 hover-c--neutral-800 py300 flex items-center" aria-labelledby="Resources-m-footer-dropdown10" aria-expanded="false" aria-controls="Resources-m-sublist10"><span id="Resources-m-footer-dropdown10" class="flex items-center"> Free Social Media Tools </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-m-sublist10" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist10"><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/landscape/" > Landscape Image Resizer </a></li><li class="mt0"><a class="db 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Media Tools</span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-sublist10" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist10"><li class="mt200 fw-normal"><a href="/landscape/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Landscape Image Resizer </a></li><li class="mt200 fw-normal"><a href="/templates/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Free Social Media Templates </a></li><li class="mt200 fw-normal"><a href="/free-tools/" class="db c--neutral-700 hover-c--neutral-800 f200 " > All Free Social Media Tools </a></li></ul></div></li><li class="mt200 " aria-label="Social 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Crisis Management: What it is and Strategies for Your Brand | Sprout Social