In times of crisis, social media plays a crucial role in communication. Whether facing an internal emergency or industry scandal, it’s essential to be well-prepared to prevent a loss of brand trust. This is where a social media crisis communication plan becomes vital.
To help you navigate through a crisis, Hootsuite’s social team has shared actionable tips in this comprehensive guide. Let’s dive into the key takeaways and understand the importance of social media in crisis communication.
Key Takeaways
During a crisis, social media can be both a blessing and a curse. It’s crucial for real-time updates and combating misinformation, but it can also amplify misinterpretations and backlash. Having a clear strategy in place ensures effective communication while maintaining trust.
Preparation is key in managing a social media crisis. Developing a robust plan that includes a social media policy, a dedicated crisis response team, and escalation procedures is essential. Pre-planning enables logical and empathetic responses when emotions are high.
Is social media a good channel for crisis communications?
Social media crisis communication involves using social channels to communicate during a brand crisis or local/national emergency. It helps in communicating critical updates, preventing the spread of misinformation, and understanding people’s needs better.
According to Hootsuite’s Social Marketing Team Lead, Trish Riswick, posting on social media provides a reference point for people who come across news elsewhere. Social media is often the first platform where people express their emotions, making it essential to have a crisis communication strategy in place.
Brand crises vary in context and severity, influencing the role of social media. Social media’s effectiveness during a crisis depends on the situation. Therefore, creating a crisis communication strategy beforehand allows for logical planning, helping use social media channels effectively.
How to set up smart social media crisis guardrails
-
Implement a social media policy: A social media policy establishes guidelines for online conduct for everyone in the organization, from the CEO to interns.
-
Outline scenarios for different types of crises: Prepare for various crisis scenarios, such as product recalls, social media missteps, or local disasters.
-
Select a response team: Identify team members responsible for different roles during a crisis and ensure they have the necessary permissions.
-
Go over escalation procedures: Implement an escalation framework to guide your response during different stages of a crisis.
-
Set up the right tools: Utilize social media management tools like Hootsuite to streamline crisis communication tasks.
-
Proofread everything: Ensure all social media content is reviewed thoroughly to prevent any misinterpretation or sensitivity issues.
- Consult your legal team: When in doubt, seek advice from your legal team to ensure compliance with regulations and avoid potential risks.
The 8-step social media crisis response plan
-
Assess the situation: Understand the nature and severity of the crisis to determine its impact on your brand.
-
Brief your team: Align your team on messaging and next steps to ensure a coordinated response.
-
Develop key messaging: Create a response template to address the crisis context and outline the plan moving forward.
-
Pause your social activity: Temporarily halt scheduled posts to avoid appearing out of touch during a crisis.
-
Choose the right channels for communication: Select the appropriate social media channels to convey your message effectively.
-
Communicate quickly and with empathy: Share important updates promptly while maintaining a compassionate tone in your communications.
-
Monitor and respond to feedback: Continuously monitor social media platforms for feedback and respond promptly to inquiries or comments.
- Evaluate and improve: Reflect on the crisis response, assess the outcomes, and incorporate learnings into future crisis communication plans.
3 social media crisis communication examples
-
Rhode Beauty’s shade range: Addressing concerns over product suitability for all skin tones through transparency and corrective actions.
-
Marlow’s response to tampon concerns: Addressing industry-wide concerns promptly and directly to build trust with their audience.
- Bumble’s anti-celibacy ad: Handling a marketing misstep with a thoughtful apology to address audience sentiment effectively.
Remember, social media crisis communication requires preparation, clear guidelines, and prompt action. By following the steps outlined above and learning from the examples provided, you can navigate crises effectively and protect your brand reputation.
