With an advent of social media, brands and individuals are opportune to be authentic and connect with audiences easily.  Also these opportunities create sometimes avenues for negative reports and narratives.  Sometimes, these negative spin out of control. Hence, there is the need for crisis management and narratives shaping.  
60% of businesses in Africa have experienced crisis, but not most of them have clear cut plans in place to deal with them.
1.  Monitor
As a brand manager, the onus lies on you to constantly be on guide. You need to be aware of online sites that can make or mar your brand and reputations with their posts. You should loud very positive posts on your brand while you play down or give better narratives to unfriendly posts. 
2.  Proactive
One major step in brand’s proactiveness is monitoring. You need a team of representatives 24/7 for online and offline media monitoring.  They must present reports for analysis if not daily but weekly. Optimize and verify your online properties as well.  It leaves no room for proxy accounts and names.  With very clear media calendar, you can build your digital footprint solidly. This calendar will show you publishing schedule for the month or week as the case may be.  You need action plans far ahead of time in case of any crisis. It pays to plan ahead.
3.  Take action
Often people just react when crisis occurs. But professionals should communicate with tact. As you may know, as miscalculated response may cause more damages. Also in taking action, be patient and responsive. Too many statements in crisis is a dangerous approach. Talk less, but talk facts.
4.  Review and learn

Here self assessment is very critical. You need to ask yourself if you are in control.  Analyze the efficiency and efficacy of your plans. Jettison what is not working and focus on recovering public opinion. Try and shift the conversations on the social web to positive news and offerings from your brands.