What is the term for the strategy companies use to prepare for potential issues on social media?

The term that refers to the strategy companies utilize to prepare for potential issues on social media is a crisis management plan. This plan specifically outlines the steps an organization will take to respond to a crisis situation that arises, particularly on social media platforms. It is designed to mitigate damage to the brand's reputation and effectively manage communications during incidents that could harm the company’s public image. A well-crafted crisis management plan ensures that there is a clear protocol for addressing negative situations, enabling timely and appropriate responses to protect stakeholder interests.

While other strategies such as a crisis communication plan might also be involved in dealing with issues, they generally serve as components of the broader crisis management plan. The focus of the crisis management plan is comprehensive, encompassing prevention, preparation, and response to a range of potential crises. This makes it the most encompassing term for the overall strategy a company employs when facing social media challenges.