CRISIS IN THE COMMENT SECTION: EXAMINING NIGERIAN BRANDS’ ACTIVE LISTENING AND RESPONSE STRATEGIES ON SOCIAL MEDIA

BY

DORKONG RIMDAN,

RICHARD ASIEGBU,

AND

DR JOHN NKAMIANG

Abstract

Social media comment sections have evolved into critical arenas where brand reputation can be rapidly shaped or undermined. In Nigeria, the widespread use of platforms such as Facebook, Twitter/X, Instagram, TikTok, and WhatsApp has amplified the speed and intensity of consumer discourse. This study investigates how Nigerian brands operationalize active listening and response strategies to manage reputational crises originating in comment threads. Using a mixedmethods approach — including qualitative content analysis, illustrative case studies, and review of industry practices — the research identifies common response typologies, governance structures, and early warning indicators. Findings highlight that rapid acknowledgement, empathetic engagement, and transparent communication are most effective in mitigating escalation, while deflection or silence often exacerbate crises. The paper contributes practical playbooks and measurement frameworks for practitioners, while situating Nigerian practices within global crisis communication theory. Ultimately, the study underscores the dual nature of comment sections as both opportunities for engagement and volatile spaces of reputational risk, offering actionable insights for brands navigating Nigeria’s dynamic digital ecosystem.

Keywords

Social media comment sections; Nigerian brands; Active listening; Responsive engagement; Crisis communication; Digital reputation management

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