Social Media Reputation Repair
The Specifics of Cleaning Up and Maintaining Control of Social Media Profiles
Repairing reputations on social media follows the same ORM work cycle as for everything else, although the details are specific to social media.
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.
