• Generates a complete social media crisis response playbook covering severity classification, per-level response protocols, holding statement templates, platform-specific actions, and a post-crisis review process. Also outputs a one-page Crisis Quick Card for the client to print. Invoke this skill when onboarding any new client (proactive setup), when a client reports a crisis already in progress, or when reviewing crisis preparedness for an existing account.
• Use this skill when it is the closest match to the requested deliverable or workflow.

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this

   SKILL.md

   ; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

• Use the inline instructions in this skill now. If a

  references/

  directory is added later, treat its files as the deeper source material and keep this

  SKILL.md

  execution-focused.

• Client name and business type
• Social media manager — name and WhatsApp/phone number
• Client approver — name, title, and WhatsApp/phone number (the person who approves all public statements during a crisis)
• PR or legal contact — name and contact details (note if not applicable; advise the client to identify one before a crisis occurs)
• WhatsApp number for crisis-related customer contact (may be the same as main business number)
• Platforms in scope (Facebook, Instagram, WhatsApp Business, LinkedIn, X/Twitter, TikTok, Google Business Profile)
• Country/city — defaults to Uganda/East Africa if not specified

• Community manager identifies the complaint
• Assess interaction count — confirm it is under 50
• Draft a response using the standard complaint template
• Publish the response and take the conversation offline

• Monitor the post for further activity
• Confirm the customer has been contacted via DM or WhatsApp
• Note the incident in the community management log

• Notify client with a brief summary via WhatsApp
• Confirm resolution or note if still in progress
• Continue monitoring the post for 24 hours post-response

• Social media manager identifies the escalation trigger (200+ interactions or media involvement)
• Screenshot all posts, shares, and comments — timestamped
• Pause all scheduled content immediately (Buffer/Hootsuite draft mode — do not delete content)
• WhatsApp the client approver: "Level 2 crisis identified. [One-sentence summary]. Awaiting your direction. Holding all responses."
• Do not publish anything

• Client and social media manager agree on the holding statement (use template below)
• Social media manager publishes the holding statement across all affected platforms
• Set a monitoring window — check every 30 minutes for new developments
• Social media manager tracks all mentions, shares, and new comments in a live log

• Client and social media manager issue a second update with any new facts or resolution steps
• Continue monitoring all platforms
• If media involvement increases, re-classify to Level 3
• Do not resume normal content calendar until client approves

• Social media manager pauses all social activity across all platforms
• Screenshots all content — posts, comments, shares, media articles
• Contacts client approver by phone (not WhatsApp only) immediately
• Does not publish anything, does not respond to any comments

• Client contacts PR and/or legal counsel
• Holding statement is drafted by client and counsel (use template below as starting structure only)
• Social media manager publishes the approved holding statement — no edits without approval
• Monitoring begins — social media manager reports to client every 30 minutes

• Client and counsel issue a full update or resolution statement
• Social media manager continues 24-hour monitoring and logs all activity
• No normal content resumes until client gives explicit approval
• Social media manager compiles a full incident log for the post-crisis review

"Thank you for bringing this to our attention. We are sorry to hear about your experience. Please send us a direct message so we can resolve this for you."

"We are aware of the concern raised about [topic]. We take this seriously and are looking into it urgently. We will share an update within [timeframe — recommend 4–6 hours]. If you have been personally affected, please contact us directly on [WhatsApp number]."

"We are aware of the reports circulating regarding [topic]. We are taking this very seriously and are working urgently to understand the full situation. We will provide a comprehensive update by [specific date and time]. [If applicable: we have engaged the relevant authorities.] We appreciate your patience and understanding."

• Do not delete negative comments. Deletion signals guilt, inflames the audience, and creates a Streisand effect — the post will be screenshotted and shared more widely. Delete only clear hate speech or harassment, and document each deletion.
• Do not go silent. Silence reads as guilt or indifference. Even if you have no resolution yet, a holding statement is better than nothing.
• Do not be defensive or blame the customer publicly. The audience is not only the complainant — it is every potential customer reading the exchange.
• Do not use humour in a serious crisis. Levity in a Level 2 or Level 3 situation is almost always misread and amplifies the reputational damage.
• Do not post normal content while the crisis is unfolding. A cheerful promotional post during a public controversy is tone-deaf and will be screenshot and mocked.
• Do not let multiple people respond differently. Agree one voice and one message before any statement goes out. Contradictory responses are more damaging than a delayed response.
• Do not over-promise on resolution timelines. If you cannot resolve in 24 hours, say "we are committed to resolving this and will provide updates as we have them." Do not say "we will fix this today" if you cannot.

1. What triggered the crisis — what happened and when?
2. At what point was it identified, and by whom?
3. Could it have been prevented? If yes, what would have prevented it?
4. How did the response go? What worked well?
5. What did not work — slow response, unclear ownership, missing contact details?
6. What needs to change in policies, products, or communications as a result?
7. Are there any outstanding customer issues still to resolve?

• Screenshot everything with timestamps
• Pause all scheduled content (Buffer/Hootsuite draft mode)
• WhatsApp or call client approver immediately
• Publish nothing until client approves
• Begin monitoring log

• Do not delete comments (screenshots first if you must)
• Do not go silent — always issue a holding statement
• Do not post normal content during a crisis
• Do not blame the customer publicly
• Do not let multiple people respond with different messages

• All three crisis levels are defined with clear, quantifiable triggers — no vague language such as "significant" without a threshold
• Each level has a distinct, actionable timeline checklist in tick-box format, not prose instructions
• All three holding statement templates are complete, customised with client details, and contain no visible placeholder text before delivery
• The "What NOT to Do" section includes the rationale for each prohibition, not just the rule
• Platform-specific actions are tailored to the platforms listed in Required Input — unused platforms are omitted
• The Crisis Quick Card is formatted as a genuinely standalone, printable section — not a summary of the main document
• Post-crisis review questions are specific enough to produce a usable incident report, not generic reflection prompts
• All content uses British English; no American spellings appear anywhere in the deliverable