Instead of passively monitoring communities like Reddit for brand mentions, Breeze's founder advocates for actively joining the conversation. This means responding directly to negative feedback and using it as a real-time tool to improve the business, fostering a more authentic and resilient brand.

In analyzing a public scandal, Scott Galloway notes that the greatest damage in a crisis typically isn't the initial event but the subsequent "shrapnel": the attempts to cover up, excuse, or avoid accountability. An effective response requires acknowledging the problem, taking responsibility, and overcorrecting.

The primary reason professionals fail to leverage social media is not a lack of resources or knowledge, but the emotional inability to handle negative feedback and public judgment. This fear paralyzes action and stifles opportunity, making it the single biggest inhibitor to growth.

The common instinct in a brand crisis is to repeatedly apologize. However, after acknowledging the mistake and the fix, the best path is to stop talking about it. Loyal customers want the brand to return to being trustworthy, and over-apologizing keeps the focus on the failure.

Brands, especially in luxury, fear diluting their image with platform-native content. This fear is misplaced, as consumers are already defining the brand's perception through user-generated content at scale. Brands must participate to guide the narrative, as the "brand schizophrenia" they fear already exists.

To maintain mental health amidst public scrutiny, one should recognize that the audience is not as focused on your perceived failure as you are. While a negative event may feel mortifying and career-defining to you, the public moves on. This perspective helps depersonalize attacks and reduce their long-term psychological impact.

The CMO behind a controversial Sydney Sweeney campaign treated the public backlash not as a crisis, but an opportunity. Instead of apologizing or changing course, he stopped reading social media, referred back to his core strategy and data, and ultimately chose to double down on the partnership.

During the Sydney Sweeney ad controversy, American Eagle's marketing team intentionally remained silent, contrary to typical crisis management advice. This allowed them to assess internal data and let the negative sentiment cycle burn out, which ultimately proved successful as public opinion swung back in their favor.

The "Smellgate" incident at Klein shows that caving to online outrage by firing an employee is a flawed strategy. The initial controversy is often replaced by a more severe backlash against the company's leadership for perceived cowardice and disloyalty, causing greater brand damage.