Billions of people are active on social media and constantly sharing news, content and information in real-time with friends, followers and even total strangers. The positive of real-time “news” is its propensity to inform the public of an event unfolding in which safety information can be disseminated broadly; however, in other instances, social media can present a public relations nightmare for individuals and companies.
Incorrect information can be circulated and/or mistaken as an official response, causing a consumer panic and leading to further injury and false news reports that may hurt a company’s reputation in the long run. Long before a catastrophe strikes, it is critical for your company to identify its most dangerous and visible risks and to develop response plans in the event of a social media crisis. When a plan is in place, a company can communicate effectively and accurately with key stakeholders to ensure correct information is disseminated in a timely and orderly fashion – putting you and your company in control of the overall situation.
So where do you start? Consider taking the following three steps in response to a crisis through digital and social media: