Lawyer reveals critical steps that HR must take in first hours of social media crisis
Social media has fundamentally transformed how workplace issues can rapidly escalate into public relations crises. Viral posts about workplace conditions, employee grievances, and company practices have created unprecedented challenges for HR.
Organizations face mounting pressure to protect their image in today's hyperconnected world.
Take, for example, a Singaporean worker who shared on social media that she was fired over a task assigned to her while she was on leave. When her boss contacted her and asked her to ‘edit some social media content and post it online,’ she said she would need a few days but did submit the content earlier than promised.
However, the worker was scolded by her boss about the delay, and told she was being selfish, according to the Singapore Independent News. The woman was also told that she did not need to go back to work after her holidays.
“I am left unemployed now,” said the woman.
While the post was done anonymously, the dispute could have proved a challenge for the employer if it had been named.
Reinaur Aluning, a lawyer who handles workplace disputes and employment litigation in the Philippines, spoke with HRD Asia about how HR teams can effectively respond to viral posts while staying within legal boundaries.
Most companies wait too long to address potential viral issues, according to Aluning. She explains the importance of early assessment and action to avoid legal and reputational risks.
The first critical step is the proper evaluation of the threat level. "HR needs to take a breath and figure out what the post is about. Is it a harmless opinion, or does it have the potential to hurt the company's image?"
More importantly, she notes, "if it's spreading false information that could harm the company's reputation or open up legal issues, it's definitely time for legal advice."
Source identification shapes the response strategy, says Aluning. "It's important to figure out who posted it: Was it an external source, like a client or a competitor, or an internal one, [such as] an employee? This helps HR decide how to respond."
External posts might require public relations involvement, while internal sources could signal deeper workplace issues requiring attention.
The layered complications of viral posts demand coordinated effort.
"HR shouldn't go it alone here… They should bring in legal, PR, and the exec team to make sure they have all bases covered before reacting," Aluning advises.
This collaborative approach ensures comprehensive risk assessment before any public response.
One common pitfall is rushing to disciplinary action. "HR has to be really careful... No knee-jerk reactions—no firing someone right off the bat," she warns.
Instead, she advocates for measured responses that protect both employee rights and company interests.
"If the company feels the need to publicly respond, the tone should be calm, measured, and not confrontational. Don’t get caught up in drama. They also have to avoid sharing confidential info or anything that could make the situation worse, legally. If the post is full of misinformation, HR can just correct the facts… No need to get defensive," she explains.
When employees are involved in viral posts, proper investigation becomes crucial.
"First off, HR needs to investigate thoroughly. No jumping to conclusions," Aluning states. She emphasizes maintaining confidentiality and fairness throughout the process.
Consistency in policy enforcement protects companies legally. "If the employee broke a policy, HR needs to handle it by the book, [and] consistent with how similar situations have been dealt with before," she explains, highlighting how deviation from standard procedures can create legal vulnerability.
Certain situations demand immediate legal consultation. "If the post involves anything like harassment, discrimination, or illegal behavior, HR needs to call legal in right away," Aluning emphasizes.
She notes that timing is particularly crucial when posts involve potential workplace violations. The decision to take disciplinary action requires careful consideration of legal implications.
"If it's about an employee's behavior, HR needs to know what legal steps are possible and whether a public response might expose the company to more risk," she explains.
Aluning strongly cautions against passive responses to viral posts. "If HR does nothing, it could get worse. The situation could spiral, and next thing you know, the company's dealing with a reputation nightmare," she warns.
The impact extends beyond immediate reputation damage to employee morale and retention. Internal confidence can quickly erode without proper response. Employees might start feeling like the company doesn't care, morale drops, and external people will get to shape the narrative, she notes, emphasizing how external crises can create internal challenges.
When issuing a public response, she cautions on the manner that it will be handled: "HR needs to walk a fine line here. Be transparent but don’t say anything that could come back to bite the company."
She notes the importance of sticking to the facts, avoiding speculation and getting too emotional. "Don’t admit fault unless it’s absolutely necessary."
Clear internal communication becomes vital during viral crises. "Keeping things transparent helps avoid any rumors from spreading and shows that the company is actively working on solutions," Aluning emphasizes.
This transparency must balance openness with legal prudence. When addressing employee concerns, she recommends direct engagement.
"HR needs to be upfront with employees… No sugarcoating! If the viral post raised valid concerns, HR should address those directly, lay out plans for fixing things, and keep everyone in the loop."
Creating safe feedback channels prevents future crises. "It's important to make employees feel heard. Give them a way to voice concerns without fear of backlash," she advises, noting that internal resolution channels often prevent public escalation.
Prevention through comprehensive policies remains the best defense.
"Have clear social media conduct policies that outline what's acceptable when it comes to employees posting online, whether it's about the company or just in general," Aluning recommends.
She advocates for structured crisis response frameworks: "The social media crisis plan should be a step-by-step guide with defined roles for HR, PR, legal, and management. Each team member needs to understand their part in the response process."
Internal communication protocols play a vital preventive role. "HR should also encourage internal communication protocols so employees know they can speak up about concerns internally before going public with them. It helps catch problems early," she notes, adding how proper channels can prevent social media escalation.
