Member - Blog

Brand Communication In The Age Of Social Media

It is now common knowledge that social media has the power to make or break a brand and is to be used with caution. However, about a decade ago, brands had become eager to make use of the new formed digital world of social media. The general idea was that social media would allow more brands to achieve real time communication directly with their audience in the palm of hands while possibly allow the freedom to skip the not so pocket friendly modes of traditional media like television and newspapers for advertising. The 2010’s gave rise to what is called branded content where apart from their regular commercials and branding clips, brands had the opportunity to create and share fresh content like gif, images and memes to make themselves more relatable, garner more engagement and communication with the audience. However, as the years went by, a new set of obstacles has taken birth that have to be carefully tackled to maintain a brands image which could not only be affected in the digital world but also in the real world.

In today’s world which runs on social media, presents a rather turbulent time for brands and companies. Recently, one of India’s most trusted jewelry brands was forced to withdraw two consecutive ads due to hatred on social media which also led their share price to plummet on the stock market, while a famous food delivery service app was criticized for advertising on a certain channel and a brand of packaged snacks has received a severe backlash for what was perceived to be disrespectful mockery of a deceased actor in their latest commercial.

With such intense scrutiny and dwindling tolerance online, despite the best intentions and care, brands can find themselves in the middle of a firestorm. They need to be exceptionally careful about what and how they communicate and in addition to everything else, have a crisis management strategy in place in case things go sideways. 

It is important to realize that today opinions are strong and everywhere; and there are certain red zones to be avoided at all costs. As a rule of thumb, religion and politics have become topics best avoided in social conversations - both online and offline. Many companies have realized it the hard way that coming across as arrogant or insensitive does not work in the digital space, just as much as it does not work offline. However, avoiding these red zones does not necessarily mean a smooth ride online. 

So let’s say the metaphorical tornado hits, how does one contain the damage? 

Owning up to an honest mistake is always a good strategy. But, in case the marketing message has been targeted wrongfully or unreasonably, brands would benefit a lot by taking a stand and demonstrating grace under such pressure. A clearly thought containment plan and response strategy needs to be put into action to deflect negativity and reinforce the brand image in the eyes of the consumer.

The most important aspect of crisis management is early detection and swift action. Identifying red flags early is crucial to timely communication. Typically, the first 24 hours are the most important, so close monitoring for a 24-hour window is a good strategy to adopt around any big releases. Next, comes the response. Humor goes a long way in diffusing tension in some cases while in others, composure and empathy could possibly stop the opinion of a few from snowballing into something huge.  

Inserting some positive & supportive voices into the conversation is another stellar response strategy. Gathering support from micro and macro influencers acts as an antidote to a negative sentiment, provided the narrative is handled correctly and presented in the right way while proactive communication from top bosses also makes a huge difference, especially if the crisis originates from poor customer experience. 

Last but not the least, brands need to analyze their social media strategies and find new ways to connect with the audience in the online or offline space to reinforce their image and turn a crisis into an opportunity to connect with the audience in a more meaningful way. 

Sunidhi Garg, Co-founder & Director of Reverse Thought Creative Studios would like to participate in stories like the above, through her comments or articles. Please do let us know if you'd want her to contribute to any stories in your publication.

About Reverse Thought:

Reverse Thought is a complete digital creative agency. It specializes in digital & social media marketing, content creation, Still Photography, web & app development, motion graphics, video creation and all it takes to build, promote and market a brand.


  • Jan 09, 2021
Become a Member to post Articles

Comments - 0

Share Your Thoughts

Verify you're Human*

Just check on this box below to verify

Search In blog :

Categories :

Education Services (Schools, Tutors) (44)

Tips For Students To Improve Their Writing This Semester

Benefits of Smart Cities

Best Event Management Institutes Mumbai

You're Losing Grades by Not Using Essay Assistance

4 Tips To Make Yourself Prince2 Certification Ready

5 Skills To Be Pinned In Your DevOps-Engineer Journal

Kindergarten Readiness - What Teachers Can Do

A Sneak Peak To The Learning Carnival - Get Latest Technology Insights

NEET 2020 Exam Details

How to Make Your Students Listen to You

Advance Your Career with an Early Childhood Education Certification

6 Main Differences Between IGCSE And CBSE

What Can You Expect For NEET 2020?

A Guide To Online Learning During The COVID 19 Pandemic

NEET Chapter Wise Weightage For Subjects

Why Is Social Development an Important Part of Early Education?

New JEE And NEET Dates For 2020

Effective ‘Learn From Home’ During The Corona Crisis

Ways to Keep Your Little One Engaged at Home

Sports – An Integral Part of School Life

How to Effectively Home School your children during the Covid-19 Pandemic

Boarding School – Why It Is the Best Option

Simple Strategies to Help You Improve Your Exam Scores

Why ICSE Could Be the Right Option for Your Child

Career Options After an Early Education Program

Online Schooling: A Perspective In The Current Scenario

What Are Your Career Options in the Early Education Field?

Top 10 IBDP Terms Parents Need To Know

Child Care Center Director - Qualification and Responsibilities

How To Stay Focused During The AP Exams 2021

Tips for Effective Online Learning

Are SAT Subject Tests Required For College Admission?

Making Possible Effective Career Advancement as an Educator

Early Childhood Education Program - What You Need to Know

8 Interesting Facts About ACT

Why Students Should Take AP Courses?

Importance of Curriculum Planning in Education

10 Reasons To Choose Cambridge Curriculum For Your Child

What Is The Difference Between AI And AA In IB Math?

ECE Training and School Management

Differences Between IGCSE And IB Curriculum

What Is IGCSE And Is It The Right Choice For My Child?

How Do Early Childhood Educators Impact Children’s Emotional Development?

What Is Theory Of Knowledge - TOK In IB Curriculum

Health Care Treatment (55)

Ayurvedic treatment of skin diseases

Common Reasons Behind Chronic Abdominal Pain in Adults

Travelling for Surgery – Doing It the Right Way

Treating Cough and Cold with Homeopathy

What causes excessive burping?

Acid Reflux Should Not Be Ignored March 2020

Say Goodbye to Chronic Digestive Problems!

How to make your home safe for Elders

How to achieve Affordable Healthcare in India

The Importance of Regular Health Check-Ups April 2020

Diseases related to Gastroenterology and Hepatology

Do not ignore these signs of a cardiac emergency

Recognize the warning signs of brain tumour, save a life

Holistic Approach to Raising Immunity!

The Effect of Coronavirus on Mental Health

Homeopathy Can Set You on the Path to Holistic Wellness

How to deal with Traumatic Brain Injury

Healthcare in the Post COVID-19 World

Homeopathy’s Role in the History of Epidemics

A South Indian Diet Plan For Heart Patients

Peptic Ulcers: Causes and Prevention

Fever Awareness and Remedies

The Importance of Boosting Your Immunity the Natural Way

Never Ignore Head Injuries

Positive Patient Experience with Kauvery Hospital

Traumatic Brain Injury - Causes, Symptoms and Treatments

Advantages of Treating Childhood Illness with Homeopathy

Congenital Spine Defect Cured After Surgery

Managing Arthritis with Homeopathy

Health Risks While Returning to Work after the Lockdown

Cardiac Surgery During COVID Times – Restoring Hope

Urological Diseases that affect Youngsters and Elders

How to Find the Best Gynecologist

Homeopathy Can Ease Winter Illnesses

Life after COVID19 for Senior Citizens

Orthopaedic Precautions For Seniors In Cold Weather

Health tips for Elderly during COVID-19

Vaccines for New Born Babies


Masterstroke Against Stroke

Tips to take care of the heart

Why is breast self-examination important?

Kauvery Hospital’s excellent liver transplant program

Why is a regular health checkup important?

Save Your Knees

Understanding Chemotherapy

Kidney Stones - Treatment Methods

Knowing When to Go to the Hospital

How are homeopathic medicines prepared?

Tips for Managing Spring Allergies

Ankle Sprain: Causes, Symptoms, and Treatment

Heart Disease Awareness in Kauvery Hospital

Diabetic Kidney Disease

A Knock on the Head and There Goes your Memory

Coronary Heart Disease Awareness

Do You Have Questions?

Feel free to contact us by email. We usually respond within 24-48 hours.

Sign In LocalbizNetwork