8 Essential Social Media Etiquette Rules for Businesses
These are that effective social media crisis communication is about: (1) exploiting /Documents/planetaokon.info [Google Scholar]). doi/X[Taylor & Francis Online], The need for up-to-date, fast and timely communication is the final. media strategy. You can manage any - Selection from Social Media Rules of Engagement: Why Your Online Narrative is the Best Weapon During a Crisis [ Book] Release Date: September ISBN: View table of. project has sought to support the 'best use' of social media during crises in a In accordance with the AID principles the COSMIC guidelines are split into two sets Create an online frequent asked question list and keep this as up to date as.
In a webinar we hosted on how to manage social media in a PR crisisDuncan Gallagher, who heads up crisis practice for the EMEA region at Edelman, noted that that 28 percent of crises spread internationally within one hour and yet, it takes an average of 21 hours before companies are able to issue meaningful external communications to defend themselves.
Not using the real-time nature of social media to your advantage is where many companies stumble in a crisis. Social media offers a public forum to immediately acknowledge the situation while you work on fine tuning more in-depth communication materials, such as getting a prepared statement released, media interviews coordinated, or information up on your website.
Social Media Crisis Management: How to Prepare and Execute a Plan
A simple message from a company acknowledging the issue and letting people know that more information is coming soon can help contain the negative sentiment around an issue and prevent it from spiraling out of control. You probably recognize this as the classic recipe for making a small disagreement escalate into an unnecessary all-night argument. The same thing goes for crisis management on social media.
Responding only to positive comments or worse—deleting the negative ones is evasive, and will only add fuel to the fire. When you do decide to respond to people directly, keep it short and avoid going back-and-forth. After your initial response offer a phone number, email address, or other means of communicating outside of social media. Communicate internally As important as it is to quickly send out external messaging about the crisis, communicating internally with employees is also crucial to prevent misinformation and the spread of rumors.
Make sure everyone in the organization knows exactly what they should or should not be saying about the crisis on social media. If you have messaging about the crisis that you want to get out as far as possible on social media, Hootsuite Amplify offers an easy way to distribute pre-approved company messaging to all employees that they can then share across their social networks.
In keeping with crisis communication tenets, the message must acknowledge the crisis, express concern for those affected, commit to a full investigation and regular updates.
As important as messaging is, so too is the response medium. As a rule of thumb, the initial response should posted on the channel where the crisis first breaks, and thereafter, expanded to other communication channels.
For example, if a crisis breaks on Twitter, it is appropriate to respond on that channel and carry the messages to other channels afterwards.
Social Media Rules of Engagement: Why Your Online Narrative is the Best Weapon During a Crisis
All channels must be updated with pertinent information, and messaging must be integrated across platforms. It is sensible to direct people to a central location, such as the company website, where they can find periodic crisis related updates. Press-releases, senior management statements and video links should be made available. A critical part of crisis communication management is appraising key stakeholders.
These include employees, customer service staff, PR agency, customers, business associates, investors etc. Stakeholders are vital brand ambassadors during a crisis, and should be briefed on the situation, including how the company is dealing with it. The management team should reach out directly to employees, via email or face-to-face meetings, depending on the magnitude of the crisis. Organizational spokespeople, social media managers, customer service staff, should be equipped with scripts and messages to respond to the situation.
Personal letters to customers, associates and investors should be despatched, if the situation warrants. Tone and tenor of communication are as important as content. With respect to tenor, respond with empathy, be mindful of jargon and corporate speak.
Listen patiently, allow the public to be heard; do not be dismissive or insensitive.
Be professional and respond with facts. Do not give glib or canned responses. Be human and authentic. Respond directly to the person whenever possible. Exercise balance in responding to comments — responding only to positive comments and ignoring negative ones, will amplify the negativity and alienate the audience. Remain calm and try to take the ire offline, by pointing people to other channels, such as the customer service department or company website.
Respond only to correct facts. Do not exacerbate the situation by responding to emotion with emotion. Once the initial statement has been published, it may be necessary to issue a press-statement or hold a press briefing, depending on the situation.
In keeping with crisis communication training, spokespeople should not to be dismissive or insensitive in their response to media questions. Tone of delivery and body language are of utmost importance. Spokespeople should reinforce key messages, per the communication strategy. Media releases should be posted on the company website and relevant social media channels.
It should be shared with employees, investors, business associates and customers. Social media managers and customer service staff should receive copies, including guidelines for fielding queries.
If the crisis impacts third-parties, it is necessary to coordinate with them before issuing press-releases. As a courtesy, all releases must be shared with the entities involved, so that the messaging is consistent and unified.
Automated messages are best aborted. It is better to manually review messages and access their appropriateness. Key communication channels must be leveraged including: It is an integral lever during a crisis, because it allows for misinformation to be corrected in real-time. Facebook should be closely monitored and updated with relevant facts.
Insensitive posts including promotional material, or exuberant images should be removed, so as to present a sober organizational face. Negative posts that go against company policy, may be hidden.
The company website is often the first place that customers, media and general public accesses for information during a crisis.Online Dating: When should you meet in person?
Therefore, it must be updated with press-releases, management statements and other relevant information. If the organization publishes a CEO blog, it would be advisable to post a message or video addressing the crisis. Here again, tone and tenor are paramount.
The Role Of Social Media in Crisis Communication
Authenticity cannot be compromised whatsoever. Twitter enables instant messaging and is effective in reaching a wider audience. Willingness to engage with a broader audience during a crisis, would bode well for organizational credibility. Given its character limit, Twitter could used for brief updates, accompanied by links to the company website. If the company operates a YouTube channel, it would be appropriate to post a crisis related video message here.
It is important to monitor YouTube and respond to comments, in keeping with crisis communication guidelines.