Best practice wonks universally cringed after ChapStick’s recent social media debacle. A blogger hadn’t liked an image used in an ad. ChapStick quietly deleted a slew of negative fan comments.

The worst part is how they were using the ad to drive traffic and discussion on their Facebook page. Once comments soured, ChapStick warmed up their delete finger. Community wrath ensued.

It seems like we see one of these firestorms once every couple of months, maybe more. The cited post had a bunch of community manager resources that will help you prepare for a crisis like this. Take a look.

Key Takeaway: Preparing now will pay off in droves when the time comes. Prepare by learning everything you can about other brands in crisis. Also consider running simulations and debriefing afterward.

Find all the resources at Ant’s Eye View

Ant’s Eye View is a WOMMA member.