How to Handle Social Media Backlash

Concerned about your organisation getting caught in a social media firestorm? Unsure of how to react to critical online media coverage? At our October 2025 event, David McLeod, Marketing Officer at Culture Perth & Kinross, shared his tips for handling social media backlash.

Quit Twitter/X

It probably goes without saying, but it’s become the worst place for pile-ons.

Be Prepared

Raise any concerns as early as possible in project planning meetings. And ahead of potential flashpoints, review your social media guidelines with a particular emphasis on where you feel you might get the most criticism.

A robust social media policy can also act as your house rules which you can fall back on should you need to. Finally, it helps to prep your responses, know how to respond, and know how to manage the content.

*Unicorn exhibition at Perth Museum, which centred local LGBTQIA+ stories and voices*

Plan your Communications Effectively

If you have the budget, see if you can work with a communications consultant. This can enable you to plan strategically and place stories focusing on key moments which can get people excited.

Ignore the Comments (FOR THE MOST PART)

You don’t have to engage with everything and whilst it’s tempting, the reality is you just get into mudslinging. Most of the time, it isn’t worth the time or effort. Rather than adding to the noise, you can choose to not respond to negative content (unless it’s constructive feedback e.g. about an event or level of service). If required, you can also delete and hide comments.

Take the Conversation Off Social Media

If you’re getting persistent criticism, it can help to encourage people to email in, so you can manage them appropriately with your complaints procedure.

*Waters Rising exhibition at Perth Museum, which explored flooding stories from various cultures*

Think of the Front-of-House (FOH) Team

Working in social media, you might see the negative reaction before anyone else in your organisation and it helps to ensure that FOH are equipped to deal with ‘perceived difficult topics’.

Don’t Rush

Be mindful of what you post and how things are phrased and take on feedback if required.

Don’t Back Down

When it comes to issues of human rights, climate change, etc, don’t be afraid to pitch your flag on social media and say, this is us and this is what we do and stand for.

*Drag takeover event at Perth Museum with Ellie Diamond*

If you want to connect with David, you can find him on LinkedIn.

Photos by Julie Howden