A business’ social media presence is not only a great way to communicate with stakeholders and clients, but it is a highly effective tool when facing a crisis. The road to recovery starts with the sharing of information, and in today’s world, social media is the primary deliverer of up-to-date news. When experiencing a crisis, whether it be a shooting, product recall, or an unfavorable action by an employee, almost every business is responsible for maintaining a social media presence. Here are six tips for managing a crisis through social media:
1. Include Social Media in Crisis Plan
Having social media on the mind while designing a crisis communications strategy for your business will help to seamlessly integrate social media into crisis response. Understanding that social media is a great way to inform and stay connected with the public during a crisis can help your business establish a reputation for being prepared and responsive. Be positive that a designated person is ready to handle social media if and when a crisis occurs.
2. Utilize Monitoring Software to Track Chatter
Have a social media monitoring system in place, along with what the public and press are saying. Be prepared to focus on the social media platforms that are generating the most buzz about your story.
3. Respond to Questions and Comments
Even if there is not enough information to directly address a question or comment, reassure your audience that the situation is being investigated and that information will be released as soon as it is available. Be sure to respond to as many, if not all comments and questions to demonstrate that there is an open dialogue between the business and the public.
4. Have a Single Message for All Employees
Decide on a company-wide message and communicate that message to all employees. Doing so will help to eliminate conflicting statements and will help to unite your team in the eyes of your stakeholders.
5. Be the Leader
While you may delegate tasks throughout the business, as the leader or member of the leadership team, it is your responsibility to know what is being posted and what information is being released.
6. Focus on the Crisis
Do not post promotional products and marketing materials on your webpage while dealing with a crisis. Doing so can make your business appear unsympathetic and unfocused towards the situation. Be sure to halt all automated messages.
For more information regarding crisis communications, do not hesitate to contact the Fallston Group at 410.420.2001 or by email at info@fallstongroup.com.
