When a Brand Crisis Happens, Consumers Expect a Rapid Response

Companies' social media strategy can make or break confidence—and their bottom line

People holding up megaphones in front of cellphones, buildings in the background
Younger audiences expect more from brands. Illustration: Trent Joaquin; Source: Getty Images

In a lot of ways, brands are just like us—especially when it comes to screwing up. But while we might be able to delete our tone-deaf tweets or cringeworthy emails without much backlash, the stakes are infinitely higher for brands trying to do damage control online.

@swodinsky shoshana.wodinsky@adweek.com Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.