Inside Lunden and Olivia Stallings’ Response to a Social Media Crisis
In the digital spotlight, every move counts, especially if your paycheck comes from social media. Just ask Lunden and Olivia Stallings, the dynamic duo from Georgia who’ve taken TikTok by storm with their shared account, @lundenandolivia.
At 26, they’ve got the perfect mix for online stardom: beauty, brand deals, and LGBTQ+. But their rise to fame took a detour when, on the heels of their October 1st wedding, several old tweets from Lunden were shared on Reddit that appeared to be littered with racial slurs. Curiously timed to hit the algorithm just as the couple arrived for their honeymoon, the influencers found themselves at the center of a social media storm, resulting in the inevitable video mea culpa.
With Olivia, her new wife, beside her, Lunden Stallings addressed the controversy last Tuesday in a TikTok story, expressing her profound “disgust and shame” over the tweets. She added she was “honestly embarrassed at how normal it was” for her to speak that way on Twitter.
Various media outlets covered the apology, but it was the polarized reactions on social media – from staunch supporters to deeply offended critics – that highlighted the stakes. It underscores the need to nail the apology.
Mess it up, and you’ll find yourself overwhelmed by scrutiny and negativity, with the media amplifying every misstep. Get it right and you are well on your way to putting the crisis behind you.
Here’s a step-by-step guide to crafting an authentic apology, tailored for everyone from CEOs to influencers.
1. Swift Situational Analysis
Before diving into the apology, pause and assess the situation. Grasp the weight of the repercussions. Clearly identify who you’ve offended and the reason behind it. This insight is crucial for your response. With a clear understanding in hand, determine the best platform for your written or video apology.
2. Acknowledge Promptly
Time is of the essence. The longer you wait to address an error or controversy, the more it may spiral out of control. By acknowledging the situation promptly, you demonstrate awareness and respect for those affected.
3. Be Transparent and Own It
Avoid the trap of a non-apology, like “I apologize to the people I offended.” Instead, be specific about what you’re apologizing for. As an example, Lunden could have said, “To everyone, including those who have been hurt, offended, or disappointed by my past tweets, I offer my deepest apologies. I recognize and fully accept the responsibility for the words I used and understand the pain they’ve caused.”
4. Explain, but Don’t Excuse
It’s time to explain.Making excuses or passing the buck weakens the authenticity of your apology.The apology isn’t about how you feel, but how you made other people feel. Stating things like “The tweets from years ago represent an uninformed and ignorant version of myself,” isn’t an excuse, but offers context to start your narrative about how you’ve changed. If you add, “When I made those comments, I was young and lacked the awareness and understanding that I have since gained,” you can lay the groundwork for how you’ve evolved since then and how you’ll continue to do your work.
5. Make a Promise for Corrective Actions
It’s essential to detail how you intend to make amends. Whether it’s retracting a post, contributing to a relevant cause, refining a product, or educating your team, spell out your corrective measures. “While I cannot change the past, I am committed to being a better, more informed, and more empathetic person moving forward. I will engage in educating myself further on racial and social justice matters, ensuring that my platform is used to uplift, inform, and spread positivity. I am dedicated to ongoing growth and ensuring that my actions align with the values I want to embody.”Demonstrating these proactive steps emphasizes your dedication to genuine change.
8. Invite Feedback
A critical aspect of any apology is opening up a dialogue. Invite feedback; don’t turn off comments or delete all the negative comments (restrict harmful, hurtful remarks in settings). Monitor the responses and engage where appropriate. Answer questions, thank users for their understanding, and further address concerns. This ongoing dialogue shows commitment to mending the relationship. Be prepared to listen to objective advice from the commenters, colleagues, and outside counsel.
9. Learn and Grow
An essential aspect of any mistake is the lesson learned. Take feedback to heart, and ensure you and your team understand the ramifications of the error. Invest in training or resources if necessary to prevent future missteps.
10. Revisit the Apology if Necessary
As time passes, if you find that your original apology missed the mark or further information comes to light, don’t be afraid to address the issue again. Adjusting in light of new understandings shows that you’re genuinely committed to making things right.
The Gist
In today’s digital age, where a single post can reach millions in moments, taking responsibility for mistakes on social media is paramount. A genuine apology can go a long way in mending fences and restoring trust. Remember, it’s not about avoiding mistakes altogether, but how you respond to them that truly defines your character and brand. Own it, Explain it, and Promise it. Your audience will respect you all the more for it.
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