Catch the crisis before it trends
Every brand crisis starts as three angry comments under a post. FeedGuardians detects the pattern, alerts your team, and buys you the hours that matter before the story goes public.
By the time it is on Twitter, you have already lost the first hour
PR crises do not start when a journalist calls — they start 4 to 18 hours earlier, in the comment section under a post the brand never thought was risky. Three angry comments become 30 become 300, and by the time the story breaks you are already playing catch-up. FeedGuardians continuously monitors comment sentiment and alerts you the moment a pattern emerges, giving you the head start you need to actually lead the response.
What pr & crisis teams tell us
You learn about crises from Twitter, not from the brand
Someone @-mentions the brand with a screenshot and suddenly you are briefed in a fire drill. The signal was in the comment section hours earlier — but nobody was watching it.
Crisis protocols trigger too late
Your playbook kicks in once the story is public. By then the brand is already defending, not shaping. The first hour — the most important one — has already passed.
You have no way to measure sentiment drift in real time
Comments get worse over hours, not minutes. But without continuous sentiment tracking, the deterioration is invisible until it is too severe to ignore.
Legal and brand teams are not aligned on what to escalate
One angry comment? No. Fifty in an hour? Yes. But where is the line? Without automated alerting, every team has to eyeball it.
Built for pr & crisis teams
Sentiment-drift alerts
FeedGuardians tracks comment sentiment on every post in real time. The moment it detects an abnormal negative shift, your team gets a Slack or email alert with the comment sample and the trend.
Crisis playbook escalation
Configure thresholds: "alert PR at 10 negative comments per hour, alert legal at 30, alert CEO at 100." Automated escalation matches the severity to the right responder.
Real-time holding for review
During an active crisis, enable "hold all new comments for review" across every account with one click. Buy the room to respond without losing the thread.
Sentiment timeline reports
Exportable timeline showing exactly when sentiment started deteriorating and how fast. Critical for post-crisis reviews and for briefing senior leadership.
Cross-platform crisis view
If the crisis hits Instagram first, FeedGuardians shows you whether it is spreading to TikTok, Facebook, and YouTube in real time — so you know how wide the blast radius is.
Historical baselines
The system knows what normal looks like for your brand. A 10-comment negative spike is nothing for one brand and a 5-alarm fire for another. FeedGuardians calibrates to your history.
Measurable impact
Avg head start vs Twitter
Alert latency on drift
Cross-platform view
Continuous sentiment tracking
From setup to results in minutes
Set baseline for every brand account
FeedGuardians observes your normal comment sentiment for 7 days — volume, tone, response rate — and builds a baseline. Everything after that is measured against your brand-specific norm.
Configure alert thresholds
Define what level of negative drift triggers which team. Slack channels, email chains, on-call rotations, and escalation ladders all configurable.
Respond from a position of strength
When an alert fires, your PR team is already reviewing the specific comments that triggered it. No scrambling to find the source, no briefing fires. Hours ahead of the Twitter cycle.
Questions from pr & crisis teams
Social listening tools monitor @-mentions and hashtags — public conversations that reference your brand. FeedGuardians monitors your own comment sections, which is where crises usually start before they break into the wider conversation. The two are complementary: listening tools catch the public wave, FeedGuardians catches the early signal.
Yes. Alerts route to Slack, email, PagerDuty, or Opsgenie. You can configure different thresholds for business hours vs after hours, and different escalation paths for different brands or regions.
FeedGuardians builds a 7-day baseline of your normal comment sentiment, volume, and tone. Abnormal means a statistically significant deviation from that baseline — typically a sudden spike in negative comments, a sharp drop in sentiment score, or a burst of comments referencing a specific new keyword. The thresholds are configurable per brand.
No. The AI alerts — it does not automatically lock down. Any crisis-level action (hold all comments, disable auto-reply, switch to manual review) is a human decision triggered by the alert. You stay in control.
Yes. The same sentiment-drift engine powers continuous brand health reporting. Weekly reports show you sentiment trends, top issues, and the comments most at risk of escalating — so you can address them before they become a crisis.
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