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The purpose of a social media crisis plan is to ensure effective communication during brand issues. Such a plan outlines the steps that an organization needs to take when facing a crisis, which can include negative publicity, consumer complaints, or any situation that may harm the brand's reputation. The primary goal is to manage the situation promptly and transparently, maintaining trust and credibility with the audience.

Having a crisis plan allows a brand to respond quickly, reducing potential damage to its reputation and ensuring that messaging remains consistent across all platforms. This proactive approach enables companies to control the narrative and communicate key information to stakeholders, rather than reacting in an ad-hoc manner that could exacerbate the situation.

Other options do not align with effective crisis management strategies, as they focus on avoidance or restriction rather than proactive and transparent communication.