Social Media Reputation Repair

360 Crue’s Recommendation  for Repairing Negative Social Media Feedback

For some, social media is the only online presence. And let’s face it, social media can be brutal. Anyone can end up in the cross-hairs on social media. Busineses and brands are not immune. Below are the steps 360 Crue recommends to craft a comprehensive approach to combatting negative content and building and maintaining positive reputaions on social media*: 

Audit Existing Reputation

• Collect negative posts, comments, tweets, videos, hashtags, and shares.
• Identify:
  
  • Which platforms are affected
  • The reach/engagement of the damaging content
  • Key users or influencers involved

Sentiment Analysis

• Use social listening tools to measure:
  
  • Tone of mentions (positive/neutral/negative)
  • Most frequent complaint themes or keywords

Root Cause Identification

• Analyze the source of the damage:
  
  • A customer service failure
  • A controversial post
  • A crisis (e.g., product issue, employee misconduct)
  • A viral misinformation post
• Determine if the issue is:
  
  • One-time (isolated)
  • Ongoing (systemic or reputational)

Develop a Response Strategy

• Define the tone: Apologetic, factual, transparent, empathetic, or corrective
• Identify spokespersons (CEO, social media manager, PR rep)

Craft Key Messages

• Prepare a clear statement addressing the issue
• Align messaging across all channels

Content Approval Workflow

• Route messaging through legal, PR, and compliance if needed
• Ensure fast turnaround for crisis-level posts

Respond to Negative Comments and Posts

• Prioritize high-visibility complaints or influencers
• Acknowledge valid criticism, apologize sincerely if necessary
• Move conversations offline when appropriate (e.g., DMs)

Correct Misinformation

• Politely but clearly clarify false claims
• Link to official sources, videos, or evidence when available

Turnaround Engagement

• Surprise-and-delight strategy: Offer resolution or make amends publicly
• Share positive outcomes from resolved complaints (with permission)

Positive Content Strategy

• Publish new, value-driven content (educational, helpful, behind-the-scenes)
• Highlight social proof (e.g., testimonials, user-generated content, case studies)
• Share community involvement or charitable efforts

Amplify Positive Voices

• Encourage satisfied customers and fans to share experiences
• Repost positive comments, stories, and brand interactions

Leverage Influencers and Advocates

• Collaborate with brand-friendly influencers to reshape public perception
• Host live Q&As, interviews, or reviews from credible sources

Set Up Real-Time Monitoring

• Track brand mentions, hashtags, comments, DMs, and tagged posts
• Flag high-risk terms or user activity

Create Weekly/Daily Reports

• Analyze sentiment shifts, follower growth/loss, engagement levels
• Identify content that performs well in shifting perception

Adjust Strategy Based on Feedback

• Refine messaging or posting schedules
• Invest more in high-performing formats (videos, stories, reels, etc.)

Report or Remove Harmful Content (if appropriate)

• Use platform tools to report harassment, impersonation, or false information
• Work with platforms to remove violations of community guidelines

Secure Accounts and Reputation

• Review admin access and permissions
• Update security settings to prevent future PR disasters (e.g., account hacks)

Community Building

• Create and nurture a loyal, engaged audience
• Host events, giveaways, and meaningful interactions to boost goodwill

Proactive Engagement

• Maintain active presence across all channels with consistent tone and frequency
• Respond regularly to mentions, comments, and questions — even when no crisis is present

Reputation Resilience Plan

• Document protocols for future incidents
• Train staff on social media conduct, response tone, and escalation procedures

*  360 Crue may change the tools and methods used as deemed necessary or sufficient given the specifics of each case.