If an issue arises, you then need to decide if and how to respond.
• If someone is making a legitimate complaint about something specific, this is a customer service issue and should be dealt with promptly (apologising where appropriate), regardless of whether it is likely to turn into a bigger issue.
If it’s not a customer service issue, then you must think more deeply about the nature of the problem and how to deal with it. As ever, preparation in advance will help, especially if it is around issues covered in your scenario planning. You may already have draft responses ready to go.
Questions you might ask include:
• Do you need to respond? Does the social media account have influence, with a large number of followers?
• Are they followed by influential figures such as politicians and journalists?
• Does it relate to a significant issue, for instance, a video or photo showing impropriety?
• Is this an issue that will be contained within a small bubble (as tends to be the case with targeted trolling)? In this case, not responding to a number of tweets on a theme may remain an option. But don’t ignore it if it’s likely to spill into the mainstream.