Crisis Communication: Using Social Media for Fast Response
Having a crisis communication plan is a vital part of keeping your organization prepared for the future. While each of us hopes that we will never have to deal with a true crisis for our company or employees, updating and reviewing your strategy is something you should do on a regular basis.
Regardless of what kind of crisis you and your company might experience, whether an accident, natural disaster or business crisis, it is vital that you have a way to communicate important information at all times with your staff, clients and community.
One of the most difficult aspects of crisis management is that once an urgent situation hits, rumors begin to fly and emotions run hot. Reigning in these occurrences can make all of the difference in coming through a crisis unscathed as an organization. The only way to disarm rumors and emotion is to have a well thought our way to disseminate information directly from the company (or company’s leadership) to the people involved in the crisis.
Recently, companies on the cutting edge of technology have been finding ways to use social media as part of their crisis management plans. Sites like Twitter and Facebook, which were designed to let people keep in touch for social purposes, can be amazing tools when it comes to getting relevant information out quickly that people can access at all times to stay updated throughout a crisis.
By creating user groups or distribution lists through these social media services your employees, clients and community can stay connected. Wherever they are gaining access to the information, they need directly from a credible source, your company itself. It is also a benefit that these services are hosted separately from your company’s own technology. This helps to keep communication flowing even if the crisis is related to your technology.
Like any communication tool, social media used for crisis management isn’t without its flaws. Even if you use a controllable or opt-in list to distribute your information, these services are built to spread messages quickly. So, you’ll need to use caution if including any proprietary or sensitive information. Also, social media is only as good as the users interfacing with it. If you plan to use these tools as part of your crisis communication strategy, you will need to make the information public knowledge and even consider training some of your less tech savvy employees how to use these services should the need ever arise.
Despite the negatives, social media is a tool that you and your company should consider using for crisis based communication. It won’t solve all of your problems, but it’s fast, user friendly and cost effective. It may just turn out to be the added feature you need to your communication plan.
