Social Media in a Crisis Situation

Social media is a powerful tool, for better or worse, when it comes to business communication in today’s world, and that is doubly true when a crisis strikes. Incorporating social media into your business continuity plan creates a system for you to be where your constituents are and have protocol in place for how those communications should be handled so you are in charge of the message from top to bottom in crisis response mode. Here are just a few things social media can do for your organization as it relates to business continuity.

Create a Systematic Social Media Plan

The key here is to make sure that from the moment a business disruption occurs, everyone in your organization knows and understands what the social media landscape should look like. Establish a clear plan to distribute your message, as well as have the proper resources on hand to respond when your community posts or questions about your organization and the crisis. Making sure every rung on the ladder has clear roles and responsibilities as it relates to assigned tasks allows you to keep the narrative moving in the direction it should from the very start.

Proactively Monitor Risks

Even outside of a business disruption, social media can help you monitor risks and may even help you avert a potential disruption before it occurs. Set up alerts to monitor public sentiment and identify things such as product problems, customer service opportunities, and management credibility early. Monitoring such things gives you the chance to address them before they cause damage to your brand.

New Vantage Point

Social media is critical for crowdsourcing information from those on-site who send texts, photos, personal reports, and videos as a crisis unfolds. This gives key stakeholders and company decision makers a vantage point they wouldn’t have without the instant sharing capability of social media.

Incorporate into Overall Communication Strategy

Business continuity teams no longer have the luxury of pouring over precise details on a press release to craft a perfect message prior to a media deadline. With the 24 hour news cycle running as wild as ever, immediate response is necessary, and social media allows your organization to be part of the conversation from the very second the conversation starts. It’s imperative to be an active part of shaping the story as it evolves, and to be transparent as things develop. Make sure to identify and respond to social media questions as you receive them and utilize things like private Facebook groups, Slack channels, and Incident Management and Crisis Communications systems to internally collaborate, while keeping the public updated as quickly as possible.

How to Use This Information

For more essential tools business continuity managers need to create the most effective, efficient, and comprehensive plans for your organization, download the full whitepaper. And when you’re ready to take your company’s crisis communications to the next level, contact us. We are a team of experienced crisis communications professionals, ready to assist your organization.

About MissionMode

MissionMode is the trusted leader in providing organizations with an effective and reliable emergency notification and incident management system specifically designed to handle your needs from end to end. Our Situation Center Suite acts as a virtual command center in times of crisis, helping your organization stay on track through both emergencies or more routine operations by enabling your team to effectively communicate and project manage incidents from onset to resolution. The MissionMode Notification Center allows our clients to send two-way multimodal notifications to employees during times of crisis.

From incident management to mass notification to interactive field communications, mobile control, integrated weather planning and more, MissionMode’s team of seasoned and certified emergency managers and business continuity practitioners are dedicated to being an intuitive and easy to use partner in your incident management and mass communication needs.