First, you should cancel all scheduled posting and inform your employees to stay off social channels until the situation is resolved. Then, you will need to bring together your crisis management team and decide on a spokesperson and how best to respond, developing appropriate messaging. Depending on the severity of the crisis, you will likely need to publish an official statement on your website and/or offer an explanation on social channels as soon as possible. Social listening tools can help you detect a social media crisis early, evaluate the impact of your efforts to resolve the crisis, and ensure that your brand health returns to normal.