Ten years ago, Social Progress took to the stage at the Wakefield Business Conference to talk about something that’s even more relevant today – how to manage a social media crisis. Back in 2015, social media crisis management was seen as a “nice-to-have.” In 2026? It’s non-negotiable. People face social media crisis more now than ever before, with over a 150% increase in social media users daily since 2015.

In a whole new world where social media posts can go viral within minutes and leave a long-lasting stamp on society, social media crisis management needs to be proactive, authentic and human.

Let’s revisit Janet’s timeless advice and look at it from a different perspective – with a 2026 mind:

Prevention Is Still Better Than The Cure

No matter the sector your business falls within, having a plan in place and being prepared gives your team the confidence to act fast when it counts. Planning doesn’t just help to avoid disaster, but also helps to protect trust and loyalty.

Here’s a couple of things that can help when crisis feels like it has struck:

Build Internal Escalation Workflows

• Have an action plan in place not just for the comms team, but across all departments too. This means that everyone is prepared and ‘in the know’ about the plan of action when disaster strikes.

Reflect Your Values In Your Response Strategy

• Everything you do should align with your brand, including how you respond when things go wrong. We all make mistakes, but its your reaction to it that matter most.

Real Life Examples Still Hit Hard

From cringe-worthy posts to full-on Twitter (sorry, X) takeovers, Janet shared examples of what not to do, which are still very relevant today.

What Would Happen In 2026?

London Luton’s Airport Joke Gone Wrong? Nowadays this would be dissected both over on TikTok and LinkedIn with consumers honing on on what they could’ve done instead.

The HMV Twitter Takeover? In today’s world of transparency trends, it would’ve gone even more viral than it already did, most likely making headlines on most social media platforms.

But she also highlighted Alton Towers – a textbook case of calm, clear, and consistent crisis comms. The brand’s transparency and quick action turned a tragedy into a lesson in how to be accountable online.

So, What Should We Be Doing In 2026?

Here’s a modern checklist based on Janet’s Advice – with some 2026 upgrades, of course!

Actively Listen

• Stay tuned into what is going on in the social media world. Have you prepared a post that is already scheduled to go out 2 months ahead of time? Be sure to check in with current trends and news at the time to see if your content is still relevant and, most importantly, appropriate.

Analyse Before You Panic

• Is this a misunderstanding or a real issue? It’s important to pinpoint this to see if what has happened needs to be responded to publicly or internally.

Keep Speed & Transparency In Mind

• Respond quickly, but thoughtfully. You may not have the full picture yet, but a simple “We hear you, and we’re looking into it” makes the world of difference.

• Admit to your mistakes and errors. In 2026, audiences value transparency over perfection.

Whether it’s a negative review or a viral scandal, it’s how you listen, respond and recover that shapes how people trust you and your business. Ten years on Janet’s advice still stands strong, but in 2026, transparency and authenticity are your superpowers.