When it comes to digital communication, how a brand responds in real time matters more than ever. It’s not just about slick graphics or clever captions, it’s about authenticity, empathy, and timing. This week, Marks & Spencer showed us exactly how it’s done.

As a digital and social media expert, I pay close attention to how brands communicate online during high-pressure moments. M&S’s handling of their recent cyber incident wasn’t just good, it was digitally fluent, emotionally intelligent, and impressively human.

The Right Message, On the Right Channel, At the Right Time

In a statement posted to Facebook and other platforms, M&S CEO Stuart Machin addressed customers directly about a cyber incident that had disrupted some operations. The message was:

• Plainspoken and clear, explaining what had happened without over-complication
• Reassuring, highlighting that no customer action was needed
• Apologetic but confident, thanking people for their patience while recognising inconvenience
• Signed by the CEO, showing leadership visibility, a subtle but powerful detail
• Importantly, it hit social media early. The timing told followers: we’re not hiding behind this—we’re bringing you with us.

Community Response: A Brand-User Relationship Reinforced

What followed in the comments was something every organisation hopes for but rarely sees in a crisis:

• Customers left positive, grateful, and empathetic comments
• Many shared stories of exceptional in-store staff efforts
• Users praised the honesty and tone of the message
• There were repeated calls to celebrate frontline teams, not blame them

This was a community rallying behind a brand, not turning on it. That’s not luck. That’s the result of trust built over time, and communication handled with real digital savvy.

Why This Worked: A Digital Lens
From a social media and digital strategy perspective, M&S nailed several fundamentals:

• Authenticity over polish
• This wasn’t over-produced or corporate. It was clear, calm, and human. Digital audiences can tell the difference.
• CEO visibility on social = credibility
• When leadership shows up publicly, it signals seriousness and transparency, not just a delegated statement from a press team.
• Audience-first thinking
• The content was crafted not just to inform, but to connect. It anticipated concern, answered unspoken questions, and acknowledged real-world impact (like Click & Collect delays).
• Real-time community management
• Comments were acknowledged, staff actions praised, and stories of kindness highlighted. That’s what digital community-building looks like in action.

Conclusion: Digital Trust is Built in Moments Like This
In digital communciations, trust isn’t a brand asset—it’s a currency. You earn it with transparency, you build it through human tone, and you prove it when things go wrong.

Marks & Spencer didn’t just manage a crisis. They strengthened their community by being open, timely, and human online. A true case study in how to do digital crisis comms right.

Bravo, M&S. A moment of friction turned into a moment of loyalty.

Want to sharpen your own approach to digital crisis communication?
Join me next Wednesday from 12.30–1.30pm for a free session on:
How to Handle a Social Media Crisis Without Losing Trust
We’ll cover case studies, real-world strategies, and practical tools for handling the unexpected.
👉 Register here for free
Hopefully see you there!