Social Media Crisis Engagement Protocol Primary Resource: All engagement must align with and direct users to our official statement: https://company.news/press-release-2024-03-15 Core Principle: Be human, be helpful, be consistent. Do not debate. Acknowledge, inform, and guide the conversation back to our official statement and designated support channels. Three Tiered Short-Form Response Templates 1. For Angry/Emotional Comments: Purpose: De-escalate, validate, and move to a private channel. Template: "Thank you for sharing your frustration, and we are truly sorry for the experience you've described. As stated in our official announcement, we have immediately paused all related operations pending a full review. Our team wants to help. Please send your details to [support@company.news] so we can address this personally." 2. For Factual Questions/Concerns: Purpose: Provide clear, concise facts to reduce speculation and drive traffic to the full statement. Template: "Thanks for asking. We have paused all related operations pending a review and have engaged a third-party auditor. Full details on the steps we're taking are available in our official statement here: https://company.news/press-release-2024-03-15" 3. For Misinformation/False Claims: Purpose: Correct the record politely without amplifying the false claim. Structure: Pause, Clarify, Redirect. Template: "We want to clarify some information on that. The accurate situation is that no customer data was accessed or compromised as part of this incident. We appreciate your concern and invite you to review the full details and our action plan here: https://company.news/press-release-2024-03-15" Two Proactive Post Drafts Post 1: Action Update (To be posted 18 hours after initial statement) Platform: Twitter/X Copy: Update: Our internal review team is now active, working alongside the independent auditors we announced yesterday. We are methodically working through the process outlined in our statement. We will provide the next update by EOD Friday. 🔗 Full statement & commitment timeline: https://company.news/press-release-2024-03-15 #CommitmentToQuality #Update Platform: Instagram (Feed) Copy: An update on our progress. As of this morning, the review team is fully engaged and working in collaboration with independent experts. We are following the steps outlined in our official statement and remain committed to transparent communication. Our next formal update will be shared by end of day Friday. We thank you for your patience. 👉 Tap the link in our bio for the full official statement and detailed timeline. #CompanyName #Update #Commitment Post 2: Values-Focused Post (To be posted 24 hours after initial statement) Platform: Twitter/X Copy: At our core, we believe in building things right. That means integrity in our process, responsibility for our actions, and unwavering focus on the trust you place in us. Today and every day, that mission continues to drive us forward. #OurMission #BuildingTrust Platform: Instagram (Feed) Visual: (High-quality image of diverse team collaborating in a positive work environment, or a trusted product in use) Copy: Why we do what we do. It will always come back to you. To your trust, your experience, and the standards we hold ourselves to. This isn't just a moment; it's the foundation of everything we build together. We appreciate being on this journey with you. #CompanyName #OurMission #Community #Purpose Guidance for Community Managers: Speed: Acknowledge comments within 60 minutes where possible. Escalation: Direct any threats, legal language, or highly complex individual cases to the legal/comms lead via the designated crisis channel immediately. Tone Guard: Maintain the apologetic, factual, and determined tone of the official statement. Do not use humor, slang, or overly casual language. Documentation: Log repetitive questions or emerging narratives to the crisis team hourly.