Social Media and Crisis Communication: Navigating the Digital Landscape

Posted on July 24, 2023

Crisis communications are a vital strategic initiative for all industries. It ensures the safety of the community and protects the brand’s reputation. Today’s unpredictable world necessitates effective crisis response preparedness. From natural disasters to scandals, a regular day can quickly turn into a crisis situation. Companies must plan and then practice crisis communication by developing a crisis communication plan. They should have a crisis team in place. They should also select communication channels such as mobile apps, notifications, and local news.

Social media and crisis communication

Social media has emerged as a big player in online crisis communication. Its power allows communities to stay on top of information and be connected during crises. It enables individuals to share updates, assure safety, and dispel rumors. Social media platforms have recognized their key roles and have made some changes to their platforms. For instance, Facebook’s Crisis Response is a dedicated space where users can find information and details about recent crisis situations. They can connect with loved ones through Safety Check, offer or seek help, and contribute to recovery fundraisers. Social media not only serves as a crucial communication tool for companies but it’s also where a significant portion of their audience spends their time. The platforms allow for quick and easy information sharing in real time. Nevertheless, the casual nature of social platforms, as well as the public-facing content on them make it challenging to navigate during crises.

Establishing a social media presence

Companies should be present on popular social platforms like Twitter, Facebook, and Instagram. These platforms enable real-time updates, quick dissemination of information, and link sharing. Twitter is particularly effective for sharing timely updates within its character limit. Facebook, on the other hand, allows for longer, more in-depth updates and incorporates the Crisis Response tool. This allows people to mark themselves as safe during crises. Companies should aim to grow their following on these platforms through effective social media strategies.

Incorporating social platforms into online crisis communication plans

Companies should include social media in their security and safety plans. This ensures that consumers get the option to receive notifications or to know where they can find information in the event of a crisis. This can be done through newsletters, websites, or other communication channels.

Building an online crisis communications team

It’s important for companies to have an online crisis communication team. This team is going to be responsible for communicating and confirming accurate information. The team should be well-versed in crisis management and include people who can effectively relay information across a variety of channels. That includes social media platforms. Responding to comments on social platforms is an essential responsibility of the crisis communication team. Companies should develop a plan on how to respond to both positive and negative comments, ensuring factual responses and providing alternative means of communication for privacy or more in-depth discussions.

Creativity in sharing information

Companies can adopt creative approaches to sharing information on social media. This depends on the severity of the crisis situation. It’s important to gauge the appropriateness of such approaches based on the situation. More serious crises call for serious, consistent, and humanized communication. Utilizing live video, Instagram highlights, as well as minute updates, can keep the public appropriately informed. Clear communication about where and how the company will provide updates on social platforms is crucial.

Incorporating social media and the business website

Integrating social media and websites simplifies crisis communication. There are tools that can help companies facilitate this integration. This allows companies to share social media content directly on their websites. During a crisis situation, this tool becomes even more effective in disseminating information efficiently.