Social Media Escalation


The purpose of a Social Media Escalation plan is to determine when an issue has reached a point where it needs to be addressed with more gravity. It is an important decision-making mechanism to document so that everyone has a shared understanding of how to respond quickly when different issues arise. While issue management is not new, marketers often need to create escalation plans for social media given how influential comments and posts can be on brand reputation. Escalation plans align teams on the conditions that need to be met to involve more senior stakeholders for greater authority and support. Social Media Escalation plans can be created using different formats, including decision trees. Use the format this is most clear and relevant for you.


What did we learn from this experience that we can use in the future?


  1. Prepare for your meeting by clarifying the scope of the project or iteration you will be reviewing, and create a list of the milestones or phases. Invite all team members involved in the work.
  2. Start the meeting by reviewing the scope and the milestones. Have team members reflect on what went well during each phase. Capture all feedback to ensure that everyone feels heard.
  3. Go through the same set of milestones and have team members now reflect on what did not go well. Make sure to capture these reflections as objectively as possible and avoid assigning blame.
  4. Based on these reflections, have team members identify potential opportunities for improvement. These may be process changes or other supporting initiatives. Capture these ideas in a way that they are actionable.
  5. Finally, have the team identify any questions they have relating to potential improvements. These may be hypotheses that people have but cannot yet prove. Capture these as questions that the team would like answered.


  • Ensure that the facilitator sets up and maintains a safe space for participants to share honest feedback.
  • Consider reviewing your completed Template as the starting point for your next Retrospective Meeting.
  • Consider polling participants on their reflections prior to your meeting, and using the results to spur dialogue.‍


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