CMO · Playbook · Advanced · Saves 40+ hours
Social Media Crisis Management Plan
A ready-to-deploy crisis management plan for social media incidents.
What's included
- Crisis identification framework
- Escalation procedures
- Response templates
- Stakeholder communication
- Monitoring protocol
- Post-crisis analysis
Best used when
- Preparing for crises
- Responding to incidents
- Training team
- Protecting reputation
- Managing negative PR
The template
The Template
CRISIS IDENTIFICATION
Crisis Severity Levels
| Level | Definition | Examples | Response Time |
|---|---|---|---|
| Level 1 | Minor | Typo, off-brand post | <4 hours |
| Level 2 | Moderate | Customer complaint going viral | <2 hours |
| Level 3 | Serious | Negative press, employee issue | <1 hour |
| Level 4 | Critical | Legal, security, major incident | <30 min |
Early Warning Signs
- Unusual spike in mentions
- Negative sentiment trending
- Media inquiries
- Employee concerns
- Competitor attacks
ESCALATION PROCEDURES
Escalation Matrix
| Level | First Response | Escalate To | Approver |
|---|---|---|---|
| 1 | Social Manager | - | Social Manager |
| 2 | Social Manager | Marketing Director | Marketing Director |
| 3 | Marketing Director | CMO + Legal | CMO |
| 4 | CMO | CEO + Legal + PR | CEO |
Contact List
| Role | Name | Phone | |
|---|---|---|---|
| Social Manager | |||
| Marketing Director | |||
| CMO | |||
| Legal | |||
| PR Agency | |||
| CEO |
RESPONSE TEMPLATES
Acknowledgment (Level 2-3)
We're aware of [issue] and are looking into it. We take this
seriously and will share an update shortly. Thank you for
your patience.
Taking Action
We've investigated [issue] and [action taken]. We apologize
for [impact] and are committed to [resolution].
Major Crisis Statement
We are aware of [situation]. The safety/security of our
[customers/employees] is our top priority. We are working
with [relevant parties] and will provide updates as we
have more information.
MONITORING PROTOCOL
During Crisis
| Activity | Frequency |
|---|---|
| Monitor mentions | Real-time |
| Track sentiment | Every 15 min |
| Brief leadership | Every 30 min |
| Update stakeholders | As needed |
| Document everything | Ongoing |
Tools to Use
- Social listening (Sprout, Brandwatch)
- Google Alerts
- Media monitoring
- Internal alerts/escalation
POST-CRISIS ANALYSIS
Debrief Template
| Section | Questions |
|---|---|
| What happened | Facts, timeline |
| How we responded | Actions, timing |
| What worked | Successes |
| What didn't | Gaps, delays |
| Lessons learned | Improvements |
| Action items | Next steps |
Frequently asked questions
What is the Social Media Crisis Management Plan?
A ready-to-deploy crisis management plan for social media incidents.
Who is the Social Media Crisis Management Plan for?
It is built for CMOs and their teams working on Social Media. The AI coach adapts it to your company, stage, and goals.
How long does the Social Media Crisis Management Plan take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Social Media Crisis Management Plan free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Social Media Crisis Management Plan?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.