In this article we discuss in detail the management of social crises, including the role of social networks and how we can use stored answers to solve the problem as quickly and effectively as possible. Outside of crisis times, they are often used for “When will my order come here” and “What are your opening hours? “However, during a PR crisis you need to have a set of saved responses related to the system ready for use. If you have a solution for all involved, such as a refund or a free discount, save it in a recorded response, even if it cannot be processed through social media messages. Sometimes, no matter how many social media managers and customer service representatives you have in your file, a lot of messages come in to respond personally and at the same time. This is one of the reasons why the management of social networks plays an important role in overcoming a PR crisis. Social networks are often the places where the crisis is spreading like a fire. Dealing with this mass influx of information – both public and private – will be an essential part of crisis management, so you don’t lack relationships with your customers. If necessary, you can consult a legal team before writing this answer, but otherwise it can be a good starting point to apologize to “all involved” and let people know that you are “working to do the right things”. Ana Gotter is a freelance author and marketing consultant specializing in social media and content marketing, although “she” writes about a variety of other niches and topics. 79% of clients prefer live chat options because of its immediacy, offers and nothing shouts “urgently” like a PR crisis in which many people are angry. Today, PR crisis management often starts with social crisis management. Social media is also becoming the medium in which more and more users trust to communicate with their brands. Recorded responses are as strong as the messages you create and the way you use them.