When a crisis strikes your company are you prepared to use social media to address your constituents and the public at large? Chances are you and your crisis communications team know how to go into emergency mode to address an unexpected onslaught of media inquiries. But are you ready to take control and own your message with social media?
There’s no escaping the fact that when a crisis occurs people migrate online to discuss and dissect what’s happening. They post on Twitter and Facebook and often use their phones to shoot and post video to dozens of social media outlets. Oftentimes their friends share and re-post these comments and images which can make for a viral firestorm of issues on top of the actual crisis!
But it doesn’t have to be that way. You can get ahead of the public discourse by taking ownership of the issue using social media. We call it “owned media” and it’s an important part of any organization’s mix of paid, earned and owned media.
Five Ways to Manage a Crisis with Social Media
- Designate one person or department team to manage the social media responsibilities. Having one person or team simplifies the process by streamlining the flow of information. Doing so makes it easier to get quick status updates and provide breaking news for posting.
- Dedicate a web page or section of the company’s blog to the crisis. Let this outpost be the one, true source of information for what’s happening and what your company is doing about it.
- Post regularly to the company’s social media outlets with updates of the company’s response to the crisis. Here’s where that web page or blog post comes in handy. You can easily append links back to the company’s official statements.
- Don’t delete negative comments. Respond to them responsibly.
- Monitor the social sphere with third-party apps such as Google Alerts and SocialMention.com
Are Your Social Media Communications in a State of Crisis?
Contact The Fairmount Group today to learn more about how our crisis communications counsel, support and training can benefit your brand.