Acknowledge the issue quickly, honestly, and publicly. "We are aware and investigating" buys you time without making promises. Never delete legitimate complaints - it escalates the crisis.
Strong answers show composure and structure: assessing the scale and legitimacy, coordinating with product/support teams, crafting an honest public response, monitoring sentiment, escalating internally, and conducting a post-crisis review. Best candidates distinguish between genuine crises and routine complaints, and know when to respond publicly versus privately.
Tests composure under pressure. Social media crises unfold in real time with little room for deliberation. Candidates who have managed one successfully (or have a clear playbook) demonstrate operational readiness.