The importance of rapid social media response during a crisis cannot be overstated. But simply responding quickly isn’t enough for a social media response to be effective; this too requires planning. Yes& CommCore suggests that the social media component of any crisis communications plan includes the “3F” Rule: Be Fast, Factual, and Flexible.
1) FAST: CommCore CEO Andy Gilman has noted that the traditional “Golden Hour” response time for crisis communications to take place via traditional media is now down to 15 minutes. The hyper-speed proliferation of hash-tagged critical comments and attacks via social media at the onset of any public-facing crisis is abundant proof that more than ever before time is now the key factor in managing a social media-driven crisis.
2) FACTUAL: Despite increased efforts by social media platforms to screen for potentially incendiary postings, there are no copy editors to vet the accuracy of a social media posting before it gets published and goes viral. The best way to respond to false or misleading information is to simply state the facts as you know them in your response without provoking the original poster any further.
3) FLEXIBLE: Even with the need for speed, don’t be trigger-happy when responding. Monitor the subject thread and see if it has gone viral yet, or if it has been limited to relatively few views and shares. If you deem that it’s still contained, consider engaging directly with the original poster to see if you can get him or her to communicate directly with you rather than through a public platform. If it has gone viral, make sure you reply with your facts using the same hashtags. Find friendly 3rd parties who can join in telling your side of the story, and monitor, monitor, monitor.
Make Sure Your Communications Crisis Plan Includes a Social Media Strategy
When developing your organization’s communications crisis plan, make sure you incorporate a social media strategy and that real-time collaboration with your digital team is included.
To prepare effectively for a crisis and incorporate social media into your plan, Yes& CommCore suggests:
- Comprehensive Social Media Policies: Policies should clearly outline what employees can and cannot share, especially during a crisis. They should also include guidelines on how to verify information before posting.
- Training and Education: Regular training sessions can help employees understand the importance of responsible social media use. These sessions should cover the potential impacts of misinformation and the importance of aligning with the organization’s official communications.
- Crisis Communication Planning: As part of a robust crisis communication plan that includes social media strategies and real-time monitoring, specific individuals or teams should be responsible for monitoring of and rapid response to social media activity.
After the Crisis: Use the crisis aftermath as an opportunity or “teachable moment” for your team on how to best use social media in a communications crisis. But be cautious about rigorous enforcement of social media rules or sticking to a “plan” too strictly. Sometimes, commentary on social media can be helpful in communicating important information, ameliorating a dangerous situation, or getting important information to family and friends quickly.
While we can’t stop the early spread of information during a crisis, these steps can help mitigate the risks.
Resources:
- CEO Andy Gilman in Forbes: “No One Is Immune From a Reputation Crisis“
- Business Insider Lists CommCore Among “Top DC Crisis Communications Firms to Call”
- Crisis Communication Examples
- CommCore Crisis Communications Advice Featured in CNN Money
- Crisis Communications Case Study: CommCore Advises J&J During Tylenol Tampering Crisis
- Social Media & Crisis Communications
- Industry Focus: Discover CommCore’s Expertise in Your Vertical
- NYT Reporters Get Pressure Tested
Contact our Social Media Crisis Communications Trainers & Consultants
We are available and can put you in touch with the right person to help with your specific social media crisis communications challenge.
To schedule a PressureTest™ Demo or get answers quickly, call us at (202) 659-4177 or email info@CommCoreConsulting.