What do you do when your business or brand is the target of an online social media attack? Crisis PR expert Evan Nierman discusses options in a recent Fast Company article entitled, “How to ensure social media helps, not hurts, during a crisis.” Evan is the Founder and CEO of Red Banyan, a global crisis communications firm, and the author of the bestselling book, Crisis Averted: PR Strategies to Protect Your Reputation and the Bottom Line.

In the Fast Company article, Evan notes that careful planning, a clear strategy and continued monitoring of social media channels will engage and inform followers instead of alienating them.

He further explains that in a world where “cancel culture” has become the order of the day, online mobs attack without provocation and you have to be ready to react. 

Evan explains that the instant nature of social media can be a double-edged sword. Information can be disseminated at lightning speed, but if that information is wrong or misleading, it can be difficult, if not impossible, to put the genie back in the bottle.

See the full article here.