[FAQ]

Hi,

Hoping for some urgent advice here. Something’s gone a bit pear-shaped with a campaign we launched, and the backlash on X is starting to build up fast. It’s my first time dealing with something like this and, to be honest, I’m feeling a bit out of my depth.

We’re in a huddle trying to figure out a proper response, but I want to make sure we don’t misstep right at the start. What are the absolute first things we should be doing on the platform? Should we stop all scheduled posts? Should we post an immediate holding statement or just stay quiet? It feels like every minute counts.

Any advice from those who’ve been in the trenches with this stuff would be massively appreciated.

[Jeff Bullas]

A critical question that requires a swift and calculated response.

Short Answer: The essential first steps are to immediately pause all scheduled outbound content, activate intensive social listening, and issue a concise, text-based acknowledgment of the issue.

From there, your choice of content format for subsequent communications is absolutely crucial to controlling the narrative.

Your first communication must be a simple, plain text-based post that acknowledges the situation and states you are investigating; this format is the fastest to deploy and carries the least risk of tonal misinterpretation. Second, when you provide a detailed explanation or apology, a carefully worded long-form text Article is the most professional and safest format, as it allows you to present all facts clearly without the emotional volatility that can come from a live video. Finally, all ongoing updates should be delivered as concise, factual text-only posts to maintain a consistent and serious tone. The most harmful practice possible is to ignore the situation or start deleting critical posts, as this signals guilt and will only amplify the backlash. You must also avoid using any pre-scheduled or glossy image and video formats during the active crisis, as they will appear tone-deaf and insincere.

Cheers,

Jeff

[Author]

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