How to Manage Your Social Media in a Crisis
How to Your Social Media in a Crisis
Author: D CockramIf your organisation experiences a crisis then there are numerous ways that social media will play an integral role. Social media can have the ability to cause a crisis or solve a crisis.
There are five key points relating specifically to social media that you should consider during a crisis.
First, have a plan.
Every business will have practised for a tangible crisis, such as a fire evacuation or bomb drill. Social media is now an integral part of life and business and it is here to stay. It is important that social media is included within your Crisis Communication Plan and you should be familiar with it. You should know who specifically ‘owns' your organisational Twitter account? Find out if you have the ability to create in-house YouTube clips or Podcasts? Is there a catalogue of pre-agreed Tweets/ blogs/ Facebook posts at hand to inform your customers when the time comes? You should be clear what the company policies are regarding social media use during a crisis.
Secondly, look, listen and react. Best practise, during an incident is to nominate an individual to monitor all the social media networks. This allows you to learn about the public's perception and you can tailor press releases, Tweets, Facebook statuses and blog posts to tackle the, often misinformed concerns circulating amongst the public. Even if you don't proactively engage in social media and your business operates within the public domain, you must be able to monitor the social media.
Thirdly, be considered. During a crisis, it is essential that you never tweet or post updates while in panic or anger. You are representing your organisation and this is the brand message being communicated so it should be in a considered and measured manner.
Fourthly, be consistent. The Holy Grail of crisis communication is to have one consistent co-ordinated message. One person should be nominated to be in charge of the social media which will help to ensure that a consistent message is communicated to the public and customers. This person should be in close proximity to the communications team so all messages corroborate and are approved. Social media can be used as a guide to direct the public to news pages, telephone help lines and press releases.
Lastly be proactive. The rise of social media has provided everyone who participates with a voice. Just as you would be proactive with traditional media it is important that you are proactive with the social media ‘press' and get them on your side. Try to engage with the audience and if they have genuine problems and questions try to contact them directly by phone or direct them to further guidance information. The quicker you are able to respond to rumours and incorrect facts the quicker myths which are circulating online can be dispelled.
It important that you have a social media communications strategy and plan and if you haven't got one established now is the time to act.
Article Source: http://www.articlesbase.com/strategic-planning-articles/how-to-manage-your-social-media-in-a-crisis-5443564.html
About the AuthorD Cockram is the Managing Director at Steelhenge Consulting, providing business continuity and crisis communcation solutions. Steelhenge was established in 2004 and has two offices in the UK offering contingency planning consultancy and crisis management training.
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