A significant increase in the volume of cyber-attacks and data breach have resulted in more than 1,700 data compromises and affecting an estimated 166 million individuals.

The consequences of a data breach are overwhelming including financial and economic costs, legal and regulatory repercussions, operational disruption, reputational damage, and talent burnout and stress.

For individuals, monetary loss, identity theft and fraud, psychological and emotional stress, financial harm, and time spent on frustrating administrative burden are the main effects of a cyber-attack. One way to effectively manage a hack crisis is to use social media to mitigate the effects of the incident. Social media is the first place customers look for information and express their concerns. Hence, companies must devise a strategic approach to leverage social content and neutralize the adverse effects of a breach.

Take Control of the Story

Undoubtedly, the first several hours are important in controlling the narrative.

Issuing a quick, clear, and emphatic statement across all active social channels ensures that the company acknowledges the incident and confirms the urgency of the matter.

1. A statement that conveys action is being taken by engaging experts such as the security team and external forensic professionals offer a sense of control of the situation.
2. All non-crisis related marketing content, campaigns, and scheduled posts must be suspended as the focus is on the crisis.

Ideally, a designated spokesperson will ensure one official, consistent voice who is responsible for all social communication. 

Issue Clear Updates and Information

A steady and controlled flow of info builds trust and prevents speculation among clients. However, it is best to be honest about the situation including saying what data may have been affected and the steps being taken to address the problem. Do not downplay the seriousness of the incident and avoid using legal terms. Provide regular updates even if the news is no news. A short post stating that the investigation is ongoing and that updates will be provided at a date and time is better than silence. Now is also a good time to mention that in addition to safety protocols in place, you  are investing in security awareness training to contain the incident and protect against secondary attacks. Training employees to recognize phishing and unusual activities after a crisis limits the attacker’s ability to inflict damage. Furthermore, employees who understand the protocols can quickly and correctly report suspicious activity. Beyond the crisis, investing in training signals a deeper commitment to security and prepares the organization for future threats.

Drive all social traffic to a dedicated page on your website with the most comprehensive information, frequently asked questions (FAQs), and a timeline of the event. Social content must be able to direct traffic to this part of your site so that clients are informed of your policies and strategies in incidents like these.

Furthermore, you can also share content that will assist affected customers.

(Such as tips on how to spot phishing emails and recommended steps for credit monitoring or identity protection as well as how to secure their own accounts.)

Direct Engagement for Empathy and Accountability

Monitor and listen to what’s happening online by using social listening tools to track mentions, keywords, and sentiment. This will help a company understand what their audience is actually worried about.

It’s critical to respond with empathy and this is by acknowledging the anger, disappointment, and concerns of customers. 

Do not use automated responses for serious customer concerns. If there is misinformation spreading around, gently correct inaccurate rumors or speculation with factual and officially approved information. If your clients are worried about specific personal data, direct them  to secure channels like a dedicated email address, helpline, or direct message (DM) for resolution.

Post Crisis Actions

Once the immediate threat is contained, social content posts about the specific tangible steps taken to secure the system and prevent a recurrence demonstrate long-term commitment and rebuild confidence.

• Slowly reintroducing content that highlights the core business values as well as customer commitment and security also reinforce your brand.
• When things have calmed down, analyze which social messages have the greatest impact and which channels are most effective so that you can update your crisis plan accordingly.
• Social content has a vital role to play during a post-hack crisis serving as a digital crisis management tool to deliver clarity, empathy, and concrete actions.

It is, therefore, an indispensable broadcasting tool for a successful reputational recovery and customer retention.