If an above-average social media team can make a critical blunder, it means that all brands must be prepared for anything. Trying to prevent a crisis is obviously important, but it’s equally important to be able to face disaster when it strikes, and have a plan of action to minimize the damage.

We don’t often think about it like this, but social media is another part of your brand’s ecosystem; the conversations happening about your company are an attribute of your brand, albeit one slightly out of your direct control. They’re dynamic perceptions that drive behavior, and these can help or hinder your business’ growth.

Like a brand, these conversations are intangible and powerful. The associations consumers have developed about a brand, and the way they choose to express them, is something that takes years of goodwill and investment to build.

It’s important not to wait until the last minute to implement a social media disaster plan. Here are four elements of a social media response plan that will help you be on guard.