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What are the best practices for using social media in crisis communication?

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Social media is a powerful tool for communicating with your audience, especially in times of crisis. However, it also comes with challenges and risks that require careful planning and execution. In this article, you will learn some best practices for using social media in crisis communication, and see some examples of effective campaigns from different industries and situations.

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Alex Gregory

Business Development Lead & Consultant

1 Define your goals and strategy

Before you post anything on social media during a crisis, it is essential to have a clear idea of what you want to accomplish and how you will do it. Your goals and strategy should be in line with your overall crisis communication plan, while still reflecting your brand values and tone of voice. Examples of goals may include informing stakeholders about the facts and updates of the crisis, addressing any rumors or misinformation, expressing empathy and compassion for those affected, offering solutions or support to customers or community members, and rebuilding trust and reputation. Your strategy should incorporate choosing the most suitable platforms and channels for your audience and message, assigning roles and responsibilities to your social media team, creating a content calendar and schedule for posts, monitoring and responding to feedback and queries, and evaluating and adjusting your performance and impact.

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Alex Gregory

Business Development Lead & Consultant
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Speed and accuracy will always be key in crisis communications -- if you need to make a statement, keep it short, to the point, and (if at all possible) respond as quickly as you can after the crisis. Depending on the complexity of the crisis in question, this "response time" could extend from an hour or two after the incident (a natural disaster, a serious incident that endangers life) to more than a day (for a complex problem that involves a business- or legal-related matter). If at all possible, create a "dark site" - a website expressly set-up to respond to public concerns and post approved messaging on behalf of the organization or company, and keep it on standby to be activated if and when it's needed.

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2 Prepare your messages and materials

Once you have your goals and strategy in place, you need to craft your messages and materials for social media. Your messages should be clear, concise, and consistent across all platforms and channels. They should also be honest, transparent, and respectful. Avoid making promises or statements that you cannot back up with evidence or action. Use simple and direct language, and avoid jargon or technical terms that may confuse or alienate your audience. Your materials should be visually appealing and engaging, and support your messages. You can use images, videos, infographics, or live streams to convey your information and emotions. Make sure your materials are branded and formatted for each platform and channel, and follow their guidelines and best practices.

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Alex Gregory

Business Development Lead & Consultant
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If possible, keep a supply of press kits on-hand that include historical information on the organization or business, approved quotes for media distribution, news clippings and other relevant information that can be distributed to news outlets in a hurry. Keep your messaging short and to the point. If needed, employ a crisis communication team with the authority to manage your social media accounts for a period, and respond to customer concerns/complaints with approved messaging.

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3 Engage with your audience

Interacting with your audience in real time on social media can be beneficial to building a rapport and trust, but it also means you need to be prepared for any feedback, questions, or criticism. When engaging with your audience during a crisis, it’s important to acknowledge and thank them for their comments and messages, answer their questions and concerns promptly and politely, apologize for any mistakes or inconveniences caused, correct any misinformation or false claims that may damage your reputation or credibility, encourage positive feedback and testimonials from satisfied customers or partners, avoid getting into arguments or debates with trolls or haters, and delete or report any abusive or offensive comments or messages.

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4 Learn from examples

Learning from successful campaigns in different industries and situations is one of the best ways to improve your social media skills in crisis communication. For example, Airbnb launched #HostsForHope when the COVID-19 pandemic hit, which encouraged its hosts to offer free or discounted accommodation to frontline workers and displaced people. KFC used humor and wit in its apology when it faced a chicken shortage in the UK in 2018. And Nike released a video in 2020, urging its audience to not stay silent on racism and injustice. All of these campaigns generated positive publicity and goodwill for their respective companies.

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Eduardo Ramírez

Coordinador de Comunicaciones Digitales en Feedback Comunicaciones
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Tengo varios a?os trabajando con industria básica, y las redes sociales han sido un gran apoyo cuando ha tocado comunicar en crisis. Cuando esto ocurre hay varias ventajas imporntantes que te permiten las redes sociales: 1. Te permite comunicar rápido y explicar la situación. 2. Te permite hacer actualizaciones del estado de la situación. 3. Puedes comunicar a grupos específicos, sin tener que informar y abrir una conversación con públicos que no son de interés a lo ocurrido. 4. Puedes monitorear las reacciones de las distintas audiencias, y conocer el nivel de la crisis. 5. Escuchar la reacciones te permite entender las necesidades de los afectados y como llear adelante un plan de acción - compensación 6. Obtienes mayor aprendizaje

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What are the best practices for using social media in crisis communication?

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1 Define your goals and strategy

2 Prepare your messages and materials

3 Engage with your audience

4 Learn from examples

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