How to Monitor Social Media in Times of Crisis

Social media monitoring is a very important step in digital marketing strategies. Through it, it is possible to visualize and understand the results, map how the brand / company is being seen in the networks and see new possibilities.

In the midst of a crisis, be it internal or external, this becomes even stronger. In this article, you will learn more about the subject. See what we will cover in it:

• What is social media monitoring?

• Why should we monitor these channels?

• How to do the monitoring;

• What tools to use in this step.

What is social media monitoring?

Monitoring social media is to follow what people are saying about a particular brand on each of the Marketing Agency, such as Instagram, Facebook, Twitter, etc. From this, results are taken and analyzes are made to map actions.

Why should we monitor these channels in the crisis?

Through this monitoring, it is possible to map if the brand is having positive or negative mentions, what people are thinking about a certain product, service or position, what is the feeling that prevails most in the public, among others.

By collecting this information, it is possible to monitor and analyze the results to act correctly, understand the profile of the stakeholders, create an action plan for crises and identify possible problems – even anticipating them – and opportunities.

However, remember that monitoring is always important, even when there is no chaotic scenario.

How to monitor social media?

In order to monitor social media correctly in the midst of a crisis, the steps are no different from those taken when there is no problem already punctuated.

What changes is the scenario where people are inserted and how the crisis can affect their opinions before the company or the segment.

Therefore, with regard to changes, it is only possible that the monitoring has to be more constant than before, the response rate has to increase and that there is some change in the way the brand communicates.

Here’s how to monitor social media:

Mapping stakeholders

To start this monitoring of results on digital platforms, it is necessary to have a well mapped who are the stakeholders – who are the critics, neutral and loyal to the company.

Each of them, in their stages, will have different needs – and it is possible that they will change in the midst of a crisis.

For example: in the midst of the coronavirus crisis (COVID-19), a person who has always been neutral about his brand can become a critic, if he thinks the company is not giving due importance to the subject.

Let’s say you work for an organization that sells online courses aimed at increasing sales at companies. In a certain position, he said that he does not think it is plausible for companies to change and offer discounts, free shipping or other special conditions.

This can sound bad on social media and lead to several critics of the brand.

Now, if the company transforms the content, positioning itself in favor of new strategies, thinking about both organizations and consumers, it is possible that it will have more positive mentions and gain a defending public.

Reviewing strategies and communication

Once you have that separation from the public in mind, you need to redesign and implement processes, rules and routines. If the monitoring of social media was done only 4 hours a day, increase to, for example, 6 hours.

Analyze the positioning of competitors, how the market is doing and review all strategies.

After that, document the changes so that everyone can follow them and train the teams!

Increasing the intensity and vision of monitoring

When identifying people speaking badly of the brand, it is necessary to understand which were the profiles that started to disseminate the information. Monitor them more closely.

In addition, have keywords that you should always follow to understand how the company’s vision is with them.

Also analyze the feelings, categorizing the content of the content as neutral, negative or positive. Thus, it will have degrees of priority and positive mentions can still help when it comes to positioning and tone of the message.

Responding to followers

Create rules for the responses you will give to the public:

• Score the level of aggression in brand mentions – light, moderate and strong;

• identify their scope, according to who is speaking – small, medium or large.

When there are light and small comments, it is possible to use automated responses with a chatbot. When they are strong mentions and of medium or large scope, it is time for human responses to take action.

Make sure the person who is complaining is relevant. Are you an artist or an authority on social media?

Understand what the criticism is. Was it a positioning that the company did? Failure or some misunderstanding?

That done, take action, assume mistakes, be transparent and try to reverse the situation.

Draw up an official statement, state what actions you are taking to resolve the problem, be sensitive and do not try to take advantage of the situation. Think of ways of compensating those who were offended or were directly affected by what happened. Also have a clear positioning, linked to the company’s values. 


In this article, you saw that monitoring social media is analyzing the mentions that the public makes about the company. In times of crisis, this should be monitored even more closely.

By mapping all the details, you can create official communications and response rules.

Do you have any more tips on the subject? Tell us by the comments!

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