Online Backlash and Crisis Communication
An online backlash is a sharply rising wave of public criticism on social networks directed at a company, a statement or a product. Crisis communication is the planned approach with which a company responds, clarifies the facts and limits further damage.
In practice
First distinguish whether you face justified criticism, a misunderstanding or a coordinated campaign; each calls for a different response. Speak up quickly with a short acknowledgement that you are examining the matter, even if the substantive answer takes longer, because silence is read as confirming the accusation. Do not quietly delete the triggering post, since screenshots exist anyway and later removal reinforces the charge. Decide in advance who decides and who writes, so that no approval loops form under pressure. In our experience such waves usually subside within a few days, provided no new points of attack appear.