From Backlash to Balance

Tips on How to Manage Social Media and Influencer Crises with Calvin Tilokee

Whether you're addressing negative news, misinformation, or influencer controversies, knowing how to respond to a PR crisis can make or break your brand's image. At the California Lodging Investment Conference, Calvin Tilokee shared valuable insights on managing social media crises during the Public Relations and Crisis Management Panel.

Here are some key takeaways from the California Lodging Investment Conference conference:

1. Responding to Negative Feedback on Social Media

When you're met with criticism, how you respond matters. Calvin emphasizes the power of leading with empathy when responding to negative comments. Tilokee says, "We acknowledge the guests’ concerns professionally and empathetically. We then offer to continue the conversation privately to address their concerns and, if possible, provide a resolution."

Here are the steps you can take when responding to negative reviews:

● Take public accountability.

● Offer to resolve the issue privately.

● Escalate the problem to the appropriate channels.

● Respond publicly to show that the situation is resolved.

To prevent future problems, Tilokee stresses responding to comments publicly. This shows "other audience members... that we handled the situation and resolved the issue to prevent future situations from arising." By responding to negative feedback with thoughtfulness, you can use a negative experience as an opportunity to build trust and strengthen relationships.

2. Social Media Strategies to Diffuse Viral Misinformation

It's common to face viral misinformation if a negative comment gains traction. "Misinformation spreads fast, and if false details about our hotel's policies or amenities start circulating, we need to act quickly," Tilokee says. When responding to misinformation, it's essential to stay calm and correct the narrative. But how, you ask? Tilokee answers: "One of our hotel clients experienced issues with their elevator being out of service, resulting in long waits for guests to get to their rooms. The resulting frustration led to negative social media reviews and comments." Tilokee and his team combated this issue by creating a video showing where alternative elevators could be found in the hotel. This method proved effective, and guests left positive feedback within a week. He emphasizes the importance of addressing issues head-on so guests can access the latest information. Implementing this strategy will provide guests with alternative solutions and also prevent confusion.

3. How to Respond if an Influencer Makes Controversial Statements

Calvin advises you to offer a tactful response and not rush to react. "First, we assess the situation—how serious is the controversy, and does it impact our reputation?" Responding to a crisis too fast could damage your brand. After assessing how you should respond, make a professional statement. Acknowledge that their comments don’t reflect your brand and explain that you’re evaluating your partnership while you determine next steps. Once you decide if you will continue the collaboration, let your audience know. "The key is to act decisively while protecting our brand's integrity."

4. Key Differences Between an Influencer Crisis vs. a PR Crisis

"Influencer crises unfold in real time on social media, often faster than we can draft a press release," Tilokee explains. "With influencer issues, we're dealing with individuals outside our organization, which means we have less control over the situation." So, how do you engage with an influencer crisis? Tilokee recommends that you “engage quickly and directly with the audience.” Rather than relying on media statements, addressing your followers through direct action is important. Since you cannot control the narrative, it's important to "strike a balance between protecting your brand and handling the situation diplomatically." Although you don’t want to react impulsively, combating an influencer crisis requires a thoughtful, yet swift response.

Final Thoughts

There’s no need to see Crisis Management as only damage control. Handling a crisis is an opportunity to strengthen your brand's reputation and demonstrate your brand's integrity. By staying true to your values and using social listening, you can anticipate concerns and address problems before they arise with targeted content. Taking this proactive approach to crisis management will minimize objections to booking rooms and create a seamless experience for your guests. For more expert tips, subscribe to our newsletter, S.T.A.R. on LinkedIn where we share exclusive strategies each week to help you stay ahead.