With the age of social networks, it is essential to take care of the company's brand, in order to avoid image crises, which constantly occur through complaints and negative feedback that are recorded on the internet.
Despite being a good business and marketing opportunity, company branding with a digital presence has its risks. This is because on social media, a negative review from a consumer is visible to anyone.
Therefore, you need to be prepared to face unpleasant situations like this, as an inappropriate reaction can, in fact, cause serious damage to the brand's image, since word of mouth on the web is so fast and relentless.
And for an educational institution? How to deal with image crises on your Educational Institution’s social media? See the tips below!
The absence of a well-defined organization and good management is one of the first mistakes that contributes to an image crisis on social media. The lack of implementation of an effective campaign on social media can be quite damaging to the image of an Educational Institution. .
It is important that your Educational Institution has clearly defined the objectives to be achieved, what strategies will be used on social media, what content will be posted, how it will be managed, and what can be done to improve visibility and the reputation of your educational institution.
Therefore, the indicated before having a digital presence on social media, is to make a digital marketing consultancy for the institution.
In addition to digital marketing consultancy, it is essential that the institution develops an institutional communication plan that includes crisis prevention and management strategies.
This plan should include defining response protocols, identifying spokespersons, and training staff to deal with adverse situations, ensuring effective communication aligned with the institution's values.
This is essential to not lose the direction of conversations and responses from internet users, it is necessary to ensure that the reader and follower is well attended to in case of doubt, suggestion and even negative feedback or a complaint, you must show them that you understand the problem, and then guarantee that we will help you and solve it.
And in the case of educational institutions, if, for example, there is a problem with a student and he registered it in the social media comments, pay close attention and respond with great caution and firmness, stating that it was an unexpected problem and that it will be resolved.
This can be done through monitoring tools. They are essential to maintain adequate management on social networks, and in addition to maintaining organization, they can highlight your Educational Institution for its good service.
The creation of crisis committees is a recommended practice for educational institutions, as it allows for a coordinated and effective response to critical situations.
These committees should be composed of members from different sectors of the institution, including communications, legal, pedagogical and administrative, to ensure a multidisciplinary approach to crisis resolution.
According to a study by the Goiano Federal Institute, the formation of crisis management committees contributes significantly to mitigating negative impacts on the institutional image.
If a problem occurs with a student and he/she registered it in the comments on social networks, pay close attention and respond with great caution and firmness, stating that it was an unexpected problem and that it will be resolved, as dissatisfied students, giving negative opinions and complaining publicly, can cause the Educational Institution to lose potential leads, or students.
Social media plays a significant role in building and perceiving an institution’s image. Negative comments or poorly managed crises can spread quickly, damaging an institution’s reputation.
Therefore, it is crucial that educational institutions constantly monitor their social media and be prepared to act quickly in crisis situations.
A study published in the journal Texto Livre highlights the importance of effective communication strategies to deal with the challenges posed by social media in the educational environment.
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Speed in these cases is everything, it is in fact unacceptable in a social media marketing strategy for the student to be left alone, making them feel abandoned in the comments.
Make dialogue a communication between humans. What does that mean? It is essential that the student has the impression of being in front of another human being. Therefore, avoid mechanical and automatic responses, it is necessary that the responses are unique and specific in each comment.
Acting in this way on social media has the power to disarm much of the aggressive charge of those who post a negative comment, promoting a relaxed and reasonable dialogue.
Maintaining transparent and proactive communication is essential during an image crisis. Informing the academic community and the general public about the measures adopted, even if partial, demonstrates commitment and responsibility.
The Federal University of Alagoas faced an image crisis and, by adopting a transparent stance, was able to minimize the damage to its reputation.
To do this, you need an automation system appropriate marketing strategy for your Educational Institution.
Caption: Joining forces is essential to face image crises with strategy and agility on social media.
Acknowledge any errors on the institution's part. Nobody is perfect and even big companies make mistakes, refusing to take responsibility is never a smart idea. If you made mistakes, you should admit it and apologize and make amends (with a change requested by the person giving the negative feedback). People appreciate companies that acknowledge their mistakes and take full responsibility for them.
Summary: Reputation crises on social media demand fast responses, constant monitoring, and empathetic communication. For educational institutions, owning mistakes, avoiding automated replies, and having a crisis management plan are key. Transparency and active listening reinforce the institution's credibility and demonstrate commitment to students and the community.
Do you want to know more about the presence of educational institutions on social media? Check out our post about "Inbound, social networks and entrance exams: what can't be missed"!
The first step is to have a pre-established crisis management plan. It should include response protocols, spokesperson designation, and staff training to ensure fast and consistent actions during critical situations.
Monitoring allows institutions to catch issues early. This enables a quick and thoughtful response to criticism, showing empathy and preventing isolated problems from escalating.
With speed, empathy, and personalized replies. Never ignore or delete criticism. Instead, acknowledge the issue, respond calmly, and offer a solution. This reinforces the institution’s credibility and responsibility.
Yes. Publicly acknowledging mistakes and presenting corrective actions shows maturity and transparency. It builds trust and prevents further reputational damage.
Avoid automated replies, be transparent, foster open communication, and set up a multidisciplinary crisis committee. Humanized service and proactive strategies are key to mitigating negative impacts and maintaining public trust.