Social media is one of the most effective tools at your disposal in crisis. Platforms such as Facebook and Twitter are quick and pervasive methods of spreading news that crosses demographic and geographic boundaries. To effectively impact your audience, here are some important tips to help incorporate social media into your crisis communications plan.
Accuracy is Key
During a time of crisis, as we have seen with COVID-19, people are hungry for information, and misinformation can quickly spread on social media. When creating posts for your official account, accuracy is the number one priority. Only source your information from state or federal agencies or those with the authority to update on the current crisis is a must. Think of it as a game of Telephone – the more filters a message goes through, the less likely that message will stay in its original state. Stick to trusted sources and facts.
Designate a Point Person
With a constant stream of information coming from various sources, all requiring dissemination before sharing with the public, it is so important to designate one person, or a (very) small team of people, to manage social media and messaging. This person should be empowered to like, share, and post on behalf of the organization as necessary. This can either be accomplished with an in-house staff member or through a public relations firm, but whomever that designation is assigned to; trust is key. Oversight and approvals are limited when information needs to be shared constantly and immediately.
The messaging that comes from your organization is critical and there is no time for duplication or accidents, such as sharing posts that turn out to be misinformation. Designating a social media point-person ensures that one individual is empowered with all the information they need to manage social media messaging consistently.
Collaborate
Social media, when utilized correctly, can be a powerful resource for collaborating with the public. What can be equally as important as sharing your message to your constituents, is the information and feedback that the public can provide to your organization.
When COVID-19 became pervasive in our community, decisions had to be made by governments regarding the need to shut down. Social media acts as a two-way street where government officials can notify residents about businesses, parks, or official office closures, but the government can also hear from the public directly about the implications of a shutdown, their concerns, and up-to-the-minute feedback on how shutdowns are affecting constituent lives.
Stay Consistent
Maintain consistency of your messaging but recognize social media is a forum for a more personal touch, as opposed to a traditional press release. Messaging should be informative but not alarmist. Put a pause on your regularly scheduled posts that may seem out of step with the handling of a crisis.
Share updates from the social media accounts of trusted sources and update your audience frequently. As mentioned above, people are hungry for information during a time of crisis, and you want to ensure that the news they are consuming is accurate and timely.
Be Flexible
As we have seen with the COVID-19 pandemic, organizations have had to adapt to a completely virtual mode of communication. Governments are now holding virtual public meetings, and Mayors are putting out video updates to residents. These are examples of organizations that have adapted to the constraints put on by COVID-19 and the utilization of social media to conduct regular business as well as crisis communications.
Be Prepared
Crises will happen. It is important to understand all of the tools at your disposal when they occur; including social media. Have an active social media account with a decent following. Allow for the most efficient communication to prevail when you need it the most.
The best way to manage a crisis is in the preparation done before it hits. Ensuring that you have a strong social media presence, and clear and consistent organizational messaging will help you worry less about your audience’s needs and more about the crisis itself.