Gartner Research

Effectively Crisis-Proof Your Social Media Presence With Consumers

Published: 17 April 2019

ID: G00388408

Analyst(s): Iconoculture Research Team


Marketers should heed consumers’ heightened transparency and brand-access expectations by being prepared to openly engage in sensitive online conversations. This document discusses research into consumer sentiment across common yet challenging social media scenarios.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Update the Tone and Style of Branded Social Messaging to Sync Up With Consumers’ Online Chatter Boldness
    • Recommendations
  • Implement Swift Social Transparency to Meet Heightened Consumer Expectations for Corporate Communication Online
    • Recommendations
  • Prepare a Playbook for Both Reactive and Proactive Social Media Moments
    • Recommendations

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