Executive Tips

How to Use Social Media in Crisis Communications

Crisis communications today is very different than it was five years ago. It has evolved to require the use of social media, but plenty of companies don't know where to begin. Here are a few tips to get you started:



1. Establish a presence pre-crisis.


Have a pre-existing relationship with your audience before a crisis hits. Engage your audience and maintain two-way communication; an established social media channel gives you a faster outlet for communication. Don't expect much if you decide to start reaching out after the fact.



2. Find your niche.


Not every company needs to be on Facebook, Twitter, LinkedIn, YouTube and Flickr. Determine your needs and find out which social media outlets best suit your organization - more is not necessarily better. Some platforms are more geared to crisis management, such as Twitter or YouTube. Stay focused on the goals and objectives of your crisis communications plan, and focus on the media that will best suit your needs.



3. Are you ready? (Like RIGHT now?)


Reaction times are becoming quicker and quicker, in part because of microblogging platforms like Twitter. Arming your company with a tweet may not be enough. You might need the CEO on hand for a YouTube video, or you may need to respond to a Facebook group post. You never know what's going to be thrown at you so be prepared yesterday.



4. Follow up.


Good job! You've sent out timely information via Twitter and even posted a YouTube video, but what happens after the initial chaos? Don't leave your audience hanging. Provide frequent updates to keep everyone informed.



Take advantage of the benefits social media has to offer. It may come in handy some day.

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