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What do you do if you need to leverage social media for crisis communication as an emergency manager?

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In today's hyper-connected world, social media has become a critical tool for emergency managers. When a crisis hits, you're not just tasked with managing the emergency itself, but also with communicating effectively to the public. Social media platforms can help you disseminate important information quickly and widely, engage with the community, and monitor public sentiment. Here's how to leverage these platforms to your advantage during an emergency.

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1 Plan Ahead

Before a crisis occurs, it's crucial to establish a presence on key social media platforms and develop a communication strategy. This involves identifying your audience, determining which platforms they use, and understanding the best ways to reach them. Create official accounts that can be recognized as legitimate sources of information. It's also important to build a network of followers by regularly posting relevant content and engaging with users. This groundwork ensures that when an emergency strikes, you have a ready audience and established channels for communication.

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Barry County M.ISRM

Dipl. Policing & Security Studies | M.ISRM | Emergency Medical Dispatcher | HEMS Dispatcher | The very least you can do at the very worst times is your very best
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Social Media or Communications Managers for emergency management should seek and be provided with both the training and the knowledge needed to use the platforms properly to communicate with the public and other agencies during these incidents. Proactive approaches of training and exercising will give the organisation huge benefits. Public sector organisations should seek to learn from previous incidents and also best practice from modern training and knowledge.

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2 Craft Messages

During a crisis, your messages must be clear, concise, and accurate. Craft posts that provide essential information without causing panic. Use language that is easy to understand and avoid jargon that may confuse the public. Provide actionable advice on what to do, where to go, or whom to contact. It's crucial to update regularly to keep the public informed as the situation evolves. Remember, in the heat of an emergency, your social media updates can be a lifeline for those affected.

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Nicole Tardif

Public Affairs | Strategic Communications | Grassroots Lobbying | Political Consulting
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Social media can serve as a clear, concise workaround in ongoing emergency situations. Rather than nuance verbose language In a press release, sharing quick snippets on social may serve as a protection from criticism in unassuming word choice.

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Barry County M.ISRM

Dipl. Policing & Security Studies | M.ISRM | Emergency Medical Dispatcher | HEMS Dispatcher | The very least you can do at the very worst times is your very best
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While specific advice may need to be communicated - pre approved content and messaging that is ready to use should be ready and in the hands of those who need it. Consider using an online scheduling tool or other method of having messages pre-approved by managers/decision makers and ready to be used without delay in large incidents or emergencies. There are some good examples of having a consistent approach to the messaging used by social media managers so that the public and other organisations know what to expect. Using social media to full effect for emergency management will require preparation.

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3 Verify Facts

In the rush to keep the public informed, always prioritize the accuracy of the information you share. False information can spread rapidly on social media, leading to confusion and potentially dangerous situations. Cross-check facts with reliable sources before posting and correct any misinformation that may have been shared from your accounts. Transparency is key; if you don't know something, it's better to say so than to risk disseminating unverified information.

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Barry County M.ISRM

Dipl. Policing & Security Studies | M.ISRM | Emergency Medical Dispatcher | HEMS Dispatcher | The very least you can do at the very worst times is your very best
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Social media or communications managers should seek to control the narrative as soon as possible. Factual, relevant and timely information can be helpful.

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4 Engage Directly

Social media isn't just a broadcasting tool; it's a two-way communication channel. Engage directly with your audience by responding to questions and concerns in real-time. This helps build trust and can provide valuable insights into the needs and experiences of those affected by the crisis. Monitor conversations for rumors or misinformation that may need to be addressed. Your responsiveness can help maintain order and reassure the public that their concerns are being heard and addressed.

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Mehtab Javed

Customer Service, Safety & Security.
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Engage with the public: Respond to questions, comments, and concerns in a transparent and empathetic manner …………………………………………………………

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5 Monitor Feedback

As you post updates and engage with the community, pay close attention to the feedback you receive. Social media can serve as a real-time barometer of public sentiment and can highlight issues or questions that need to be addressed. Use social listening tools if available to track mentions of your organization and the crisis at hand. This feedback loop is invaluable for adjusting your communication strategy on the fly and ensuring that your messages are hitting the mark.

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Barry County M.ISRM

Dipl. Policing & Security Studies | M.ISRM | Emergency Medical Dispatcher | HEMS Dispatcher | The very least you can do at the very worst times is your very best
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Monitoring and real time feedback is important. An old medical saying is that if you can’t measure it you can’t manage it. This applies to SM also.

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6 Collaborate Online

Finally, remember that you're not alone in managing the crisis. Collaborate with other organizations, government agencies, and community groups online. Share their updates and work together to provide a unified response. This not only amplifies your reach but also ensures consistency in the information being disseminated. By presenting a coordinated front on social media, you help prevent confusion and build a stronger, more resilient response to the emergency at hand.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Joshua Friedrich

Firefighter/Paramedic | Dedicated to Serving the Community and Supporting the Fire Service
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Don’t forget your visual aides! Writing clear, easy to read copy is essential, but is often over done. Create images, videos, reels, stories, etc that provide the same message. Maybe it is an image with short bulleted facts, it can be a 15-30 second engaging video, or a social media story that engages the viewer that directs the viewer to an external link. This is not to discredit written information, but the same time and attention that is put into written messaging, should also be put into your visual aide.

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What do you do if you need to leverage social media for crisis communication as an emergency manager?

1

2

3

4

5

6

7

1 Plan Ahead

2 Craft Messages

3 Verify Facts

4 Engage Directly

5 Monitor Feedback

6 Collaborate Online

7 Here’s what else to consider

Emergency Management

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What do you do if you need to leverage social media for crisis communication as an emergency manager?

1

2

3

4

5

6

7

1 Plan Ahead

2 Craft Messages

3 Verify Facts

4 Engage Directly

5 Monitor Feedback

6 Collaborate Online

7 Here’s what else to consider

Emergency Management

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感谢您的反馈

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