EP74 Managing social media in a crisis and building a capable team, with Lee Caraher

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One rushed reply can turn a small complaint into a full-blown brand reputation crisis, and social media makes that mistake painfully easy. We sit down with Lee Caraher, president of DoubleForte PR and author of two management books, to talk about what crisis communication really demands from leaders and teams when the pressure hits.

We dig into social media crisis management, including how to map likely scenarios, create response protocols, and decide your tip-over point before you jump into the comments. Lee breaks down why feeding trolls backfires, how algorithms amplify conflict, and how to keep perspective when a handful of loud voices feels like “everyone.” We also talk about monitoring and where signals can start, including Reddit and how its search tools can help you assess sentiment even without expensive social listening platforms.

We get practical about crisis management skills you can build before the next incident. Lee shares the temperament she looks for in crisis communicators: deep curiosity, fast thinking, and the calm to become the person everyone turns to for direction. We also talk about how judgment is earned, why younger staff need proximity to experienced leaders, and why “never go alone” is more than a rule, it is a safeguard for speed, accuracy, and endurance.

Lee is author of two management books, Millennials and Management and The Boomerang Principle. Find her books on Amazon here.

Reach out to Lee via her PR firm at Double-Forte.com

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