I can advise you on what your organization should be posting on social media, where to post it, how often, and the best times to post in order to reach your customers. I’ve researched social media communication and strategy over and over, and have even written previous blog posts on the subject. However, I’ve recently become interested in another topic that is equally as important as social media planning. So in this blog, I’ll be discussing what to do when your social media strategy goes wrong—in other words, what to do in the case of a social media crisis. First, let’s discuss what a social media crisis actually is. A social media crisis can be created internally on a social media platform. For example, using a potentially inappropriate hashtag without first researching it can cause a minor crisis. External factors that cause people to reach out to your organization through social media can also create a crisis. These events might be out of your control, but will give your brand a bad image if left unattended. It’s surprising to me that the more I read about crisis communication, the more I find that many brands don’t know what to do in the case of a social media crisis. In fact, many brands don’t have any social media crisis communication plan set in place. This is particularly unfortunate considering the amount of time most organizations put into their social media communication with clients and customers. So in the next few paragraphs, I’ll explain what every organization needs to know about social media crises and how to handle them in five simple steps.