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Social media crisis management in 9 steps [2026 guide]

Key takeaways A social media crisis is a sudden shift in online conversation that threatens trust and reputation, not just a single negative comment. Effective social media crisis management starts before anything goes wrong, with clear roles, escalation tiers, and pre-approved response templates. The 15-20-60-90 response timeline helps teams acknowledge, respond, and update without losing credibility. Social listening tools like Lumen in Hootsuite Social OS help detect early warning signs before they escalate. What is social media crisis management? Social media crisis management is the way brands prepare for and manage negative moments that spread on social media. Think about a public explanation or apology posted by a CEO when someone surfaces a problem. That response is part of a social media crisis strategy. Source: Kris Rasmussen The role of social media in crisis management goes far beyond publishing a heartfelt “we’re sorry” Reel. It inc...

Twitter faces privacy scrutiny from EU watchdogs after Mudge report. Twitter might have misled or intended to mislead regional oversight bodies.

The explosive Twitter whistleblower complaint that was made public on Tuesday included references to European regulators as well as allegations that the social media company had misled or intended to mislead regional oversight bodies about its compliance with local laws. The complaint, made by Twitter's former head of security, Peiter "Mudge" Zatko, detailed a raft of damning allegations across security, privacy, and data protection issues (among others). Major social media platforms are known to have privacy issues that might have damning implications as regards users' data, that is privacy focused social media platforms such as Telegram, Keybase, and Tok Lok app have grown popular.

Ireland and France's national data protection agencies have both confirmed to TechCrunch that they are investigating the whistleblower allegation.

Following the media attention surrounding the complaint, Ireland, which is Twitter's lead supervisor for the EU's General Data Protection Regulation (GDPR) and previously oversaw a GDPR investigation of a different security incident that led to a $550,000 fine for Twitter, said it is "engaging" with the company.

Graham Doyle, the regulator's deputy commissioner, told us, "We became aware of the difficulties when we read the media headlines [yesterday] and have engaged with Twitter on the topic.

While stating that it is looking into the claims stated in the complaint, France's DPA

The U.S. allegation is currently being looked into by the CNIL. As of now, we are unable to confirm or refute the veracity of the alleged breaches, a French watchdog spokeswoman told us. "If the allegations are valid, the CNIL could conduct investigations that could result in a requirement to comply or a sanction if violations are discovered. The procedure would end if there was no violation.

It's unclear what sanctions Twitter would get from the EU if it concludes, after looking into Mudge's complaint, that it has violated local standards.

The GDPR permits fines up to 4% of annual global turnover, while Twitter's prior GDPR fine for a different security-related breach was much lower. However, enforcements are expected to take into account the scope, extent, and even purpose of any infractions; hence, the severe faults being claimed by Mudge, if supported by a formal regulatory investigation, might ultimately result in a much higher fine.

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