How to Use Social Platforms for Crisis Communications and Emergency Management

On a regular day, connecting with your audience on social platforms requires tact and forethought. In the epicenter of a major virus, the pressure of online presence skyrockets. What should your brand say when the facts of the virus and the future of the economy are uncertain? And how should you say it when news coming in by the hour or minute? Social media crisis communication for brands comes down to one reassuring your consumers on how can you help.

What’s the best strategy or tactic for challenging times?

Real-world catastrophes play out on social media in real-time. When posting do your due diligence to help our audiences and communities come through hardship together.

In a crisis, social media’s role is much larger and more complex than simply checking Facebook.  We all know there are plenty of Americans who get their news from social media. As an industry farther from the crisis, social media is how people connect and make sense of tragedy. You can’t ignore these conversations, but participation must be approached with care and respect.

When the world’s plunging, what role does social media play in a crisis communications plan?

  • Use Direct Rapid Communication
  • Constantly Update
  • Offer Your Consumers Support
  • Social Listening More

Tips For Communicating On Social Media During A Crisis Or Emergency

Review Your Upcoming Social Calendar

Context shifts rapidly in a crisis, are right to wonder if your post seems tone-deaf, at worst or inappropriate for these sensitive times.If you’re using a social media scheduler, you’ll want to double-check any upcoming posts.  Have faith that all the hard work that went into your perfect National Day post isn’t wasted, it’s just postponed.

Make Sure Employees Are Aware Of Your Organization’s Position

Communications begin at home, and however your organization moves forward, you’re going to need your employees informed and onboard. If your organization is in a tense position because of the crisis emotions are running high, be prepared for employees to turn to social to express themselves.

Communicate with Honesty, Openness, and Compassion

Take time to pause, re-orient and put in the work to fully integrate the #StayHome message into your social media plan during the  COVID-19 pandemic.

Cite Only Credible Sources

Resisting the spread of misinformation on social media has been a vital issue for platforms, governments, and brands these past few years. But in a crisis, bad information doesn’t merely damage reputations, it can be outright dangerous.

Use Social Media Listening

If your social listening strategy is optimized, your team can continue to monitor audience sentiment around your brand, as well as track what’s happening with your competitors and industry at large.

Leave Room For Questions

People will have questions. Be clear on the best way to reach you! Take the time to engage with your audience and answer their questions and include reassurance. Don’t disappear.

Whatever crisis we face—as both professionals and regular people—we all hope that after it passes, we’ll come out changed for the better. On social media, that means strengthening trust and connections with our audience for the long term.

Contact Boston Web Marketing For Help

Need help navigating digital marketing during this tough time. The team at Boston Web Marketing is here to help. We manage digital strategies in every business circumstance and can help you identify your best offerings, generate newsletters, manage social media, and update your website with new calls to action. Contact us to learn more.

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