The blurring of lines between kayfabe is evolution driven by social media and modern storytelling. This shift is a tool for deeper audience engagement; however, it can also lead to misunderstandings and controversies, since wrestlers -along with promoters and staff- are human, and mistakes can happen. Also, wrestling fans are passionate, and their opinions can spread like wildfire on social media. Because AI is deeply integrated into social media, things can go viral in seconds, no matter whether the source is someone who is a member of the industry or a fan of it.
Speaking of AI, deepfake technology is a very concerning application of it and has the potential to create incredibly realistic fake audio. AI has advanced to a level where a fake "leaked" audio clip of a promoter or pro-wrestler can go viral before the real person even wakes up. For this reason, it's important to establish a team responsible for monitoring social media, responding to crises, and communicating with stakeholders.
Utilize social media monitoring tools to track mentions, hashtags, and sentiment, allowing for early detection of potential crises. Develop templates for common crisis scenarios, such as apologies, clarifications, and counterarguments. Define clear communication protocols for internal and external communication during a crisis. In addition, have a system in place for quickly assessing the situation, developing a response, and circulating information. It's also worth noting, though, that a major source of crises in wrestling is when the social media team isn't told if a controversial post is a work or a shoot- the crisis team needs a direct line to the bookers/creative to make sure they don't accidentally apologize for a planned storyline.
Don't ignore or try to hide from the crisis. Acknowledge the issue immediately and take responsibility where appropriate. Maintain a calm and professional tone in all communications, even when faced with criticism or negativity. Ensure that all information shared is accurate and verified- avoid speculation or rumors. Directly address the concerns of fans, media, and other stakeholders. If necessary, take concrete action to address the issue, such as issuing an apology, suspending a wrestler, or revising a policy. And If possible, move conversations with upset individuals to private messaging.
Develop clear social media guidelines for wrestlers, staff, and other personnel. Provide training and education on social media best practices and crisis management. Maintain open and transparent communication with fans and media. Conduct regular audits of social media accounts to identify potential risks and vulnerabilities. Also, analyze previous social media problems, and take steps to ensure they do not repeat.
If an apology is necessary, ensure that it is sincere and genuine. Be transparent about the steps taken to address the issue. Remember that social media is about connecting with people, so show empathy and understanding.
A well-executed social media crisis management plan can help wrestling promotions lighten the damage caused by online controversies or misunderstandings, preserve their reputation, and maintain the trust of their fans.
The desire of every wrestling promotion owner is to see their company grow. Having a social media account is an important resource that will help make that happen, but what is written on that resource is just as important, and in the digital age, your reputation is only as strong as your last post. Don't let a social media mistake derail your momentum. Whether you need a fresh brand identity, new online strategies, or engaging content that would reach potential customers globally, I can help. Contact me today at info@harold-williams.com
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