Cadbury’s handling of the Bournvita fiasco has turned out to be a masterclass in what not to do for crisis management. Everything, including public opinion, has been steadily going against the company’s favour. The latest to drive a nail into its coffin is the child rights body National Commission for Protection of Child Rights (NCPCR) which asked the brand to pull down its “misleading” ads and submit a detailed report.

Bournvita’s crisis unfolded on social media. Recently, VIP Industries’ SkyBags became a victim of the boycott gang after an objectionable video showcasing the company’s branding was passed off as its ad. This pushed the company to post an official statement, which did little to nothing to assuage the angry internet.

Even Anheuser-Busch’s Bud Light controversy refuses to die down after the brand featured trans activist Dylan Mulvaney in one of its social media campaigns. The company tried to come back with a conciliatory ad to distance itself from the controversy, but the damage was already done. It even cost the company its VP of marketing Alissa Heinerscheid who had to be sent on a leave of absence.

Since 2019, many brands have been subjected to boycott calls for reasons like hurting religious sentiments or failing to understand its target audience. While many brands have successfully come out of it, some haven’t been so lucky.

Social media drills?

In the age of social media, brands need to bank heavily on crisis management strategies to navigate any controversies that may blindside them; however, given the frequency of boycott calls against brands, perhaps it’s time to rethink and revise strategies. Perhaps even unlearn a few things? So, we reached out to industry watchers, asking whether brands really need a social media drill right now.

Upasana Naithani, Vice President Account Management, DENTSU CREATIVE India, believes that a social media drill would be the need of the hour for brands.

“Social media a dynamic place to be in. While we can list down possible crises that a brand on social media may go through, we may never be able to ascertain what they are and where they stem from,” she notes.

Naithani also underscores the importance of understanding consumer sentiments: “This is especially if their beloved brand has been attacked on social media. Brands must invest in it and keep it in mind while designing any preventative or reactive strategies,” she notes.

Making a case for mock drills, Rashid Ahmed, Chief Digital Officer, Infectious Advertising, says, “Having a social and PR crisis management plan in place would be futile unless the individuals responsible to execute the said plan are adequately prepared. Conducting mock drills which cover the various identified scenarios will go a long way towards the rapidity of response and the release of correct response communication. Drills should be frequent enough and must also be conducted if an individual is replaced or added to the crisis management team.”

Sunitha Natarajan, Director – Digital Strategy, Social Panga shares a slightly different take on this, saying brands should align their various teams and make them come to the same page.

“Rather than a social media crisis drill, I believe that regular workshops and staying up-to-date with audience sentiments can be more beneficial,” Nararajan points out.

She highlights that it’s crucial for corporate, PR, and social teams to collaborate seamlessly to enhance the overall reputation of the brand. “Since large teams, stakeholders, and multiple agencies are often involved, integration can become a cumbersome process, leading to chaos. Therefore, raising awareness among all decision-makers and aligning them can help in navigating these situations in a timely and efficient manner,” she adds.

Crisis 101

Staying prepared may bulwark the brand’s response to potential crisis; however, thinking on its feet may be difficult when the brand is already neck-deep in crisis, especially with things going viral at the speed of light.

Time may not be on brands’ side when they are combating social media virality, leading to irreparable damage in a matter of hours. So when a crisis breaks out, what should be the brand’s first response?

Natarajan answered, “In times of crisis, advertisers should prioritize being respectful of free expression and understanding the audience's sentiment. They should also assess the crisis stage, whether it's multi-channel, emerging, fake news, social activism, or industry-related, and develop a specific strategy for each type of crisis to benefit the brand in the long run. It's crucial to respond with empathy, authenticity, and transparency, so as not to alienate any portion of the audience.”

Ahmed chimes in,” Sometimes, there might be branded content that goes viral because it’s negatively correlated to other content or situations. This is usually a crisis moment for brands and advertisers. The first step for an advertiser would be to halt or pause ongoing campaigns and scheduled social media content. The offending content (which went viral) causing the crisis, should be identified (and it could be multiple pieces of content), after which the root cause of ‘negative virality’ is identified.

“The brand would then be able to judiciously address the crisis and appropriately respond via social and various other media. If the nature of virality is identified as a standalone situation, then an immediate retraction and an apology (either to the individual offended or publicly if needed) should be released. Taking no action might compound the crisis, so a rapid but thoughtful response needs to reach affected audiences”, he added.

When asked whether there is a particular formula for social media crisis management, Naithani says, “Advertisers typically, are bound by legal teams who have designed responses for different crisis well in advance. While it’s prudent to have those ready, they typically forget about consumers and their response to the crisis as well as their response to the response from advertisers, in times of crisis. So, there should be sensitisation done at various levels within different teams, reputation manager should be part of all such calls and must be allowed to take weigh in on decisions that may impact brand health.”

Speaking about the future of social media crisis, Natarajan elucidates, “In the age of social media, transparency is crucial for brands. They need to be open and honest with their audience to maintain their trust and credibility. Brands should also communicate their values and principles clearly to avoid any misunderstandings. This need not be limited to just a statement post, you can utilise this moment to reflect and set a strong foundation for the future. Infact, the role of influencers, advocates, and other stakeholders also play a crucial role in this strategy as they help build a positive reputation and respond effectively to any crisis. Having strong relationships with key stakeholders can also help in managing false accusations or misinformation.”