1-Stop all auto-scheduled posts. These posts could prove to be insensitive during a crisis. 

2-Avoid making posts from a state of panic. It’s damaging to your brand and makes your clients uneasy. 

3-Join the conversation but stay industry-relevant. If you’re a lawyer, your posts should focus on laws around the crisis. To ensure relevancy, don't post things unrelated to your brand.  

4- Avoid over posting. During a crisis, there’s a plethora of readily available content. It’s easy to fall victim to “share anything and everything about the crisis” mentality. Stick to your normal content posting schedule.  

5- Use social listening skills to see what your competitors are doing and how they're handling the crisis. Be mindful of what others are doing during this time. This will help you to rise above the noise and stay relevant. 

6- You’ll need to understand the crisis sentiment. A crisis can be many different things and can be industry-specific. Be very mindful of the overall sentiment and use appropriate sensitivity. 

7- Don’t ignore what’s happening. Join the conversation in a smart, industry-specific, and brand-centered way. Don't pretend it's not happening. 

8-Engage gently. Never argue. Acknowledge and validate someone’s feelings or opinions. You do not have to agree with them.

9-Never, ever discuss politics. Avoid emotionally charged subject matter. Remember to leave emotion and opinion out of the discussion.

10-Above all else―think about your clients. Figure out what they need from you. Always put their desires and wants first. Leading with compassion will always be a wise move for any business.  

Having a well-developed brand strategy is always the best approach. Unfortunately, most entrepreneurs overlook this step when building their business. It’s the foundation that can make or break your success. A brand strategy outlines how you will communicate your brand; it’s the who, what, where, when, and how of your brand. Done right, it helps you communicate consistently―this is how a brand stays authentic. It will also drive your marketing and social media strategies. One final tip: You should have a Social Media Manual that outlines policies and guidelines for your brand. It’ll determine how you handle a crisis before it happens. 

Tammy Collins is a branding and marketing expert located in South Jersey. She has worked with universities, hypnotists, coaches and creatives. For more information or to arrange for a free strategy session, visit TammyLCollins.com.