Hey social media marketers: we see you. We know that on any given day, you put a lot of care, attention, and tact into your social media posts. But we also know that when a major crisis or emergency hits, the pressure you face is even higher. Crisis communication in social networks requires a firm hand and a sensitive ear.
In this post, we’ll look at social media best practices during a real crisis or emergency. To be clear, this is a tactic for difficult times. That means things like earthquakes, hurricanes, wildfires, massacres, pandemics, and economic collapse. If you are looking for information about social media PR crisis management, find it here.
Today, real disasters are being played out on social media in real time. Social media specialists help viewers and communities overcome adversity together. But what does your brand have to say when the facts and the future are unclear? But how to tell when new developments come every hour or minute?
Sounds difficult, we know. But social media crisis communication for brands really boils down to one simple question: How can you help?
Let’s dive into this. Read our complete guide to crisis communication on social media.
We live in a world where 53% of Americans get their news from social media. This is where many of us (especially those under 30) expect to find breaking news first. These platforms also provide accounts that shape narratives and impact perceptions, for better or worse.
Social media has become an important source of information these days. The average person spends 147 minutes a day on apps like Facebook, Instagram, and Twitter. Social media has even changed where traditional news journalists get their information from.
So, when the world is in a tailspin, what role does social media play in terms of crisis communications?
In times of crisis, social media can help brands:
- Communicate updates to your audience;
- Support people who need help or information;
- Hear and learn about current events and what people need from your brand.
Social media is an important channel for sharing breaking news and updates. Whether you need to reassure your audience or explain your response to a crisis, you use social media.
Some marketing teams are working at the center of the crisis, such as government social media groups or medical professionals. Social platforms help them quickly convey reliable information to the population.
However, social media is not just for those in the midst of a crisis. It allows people to connect and understand the meaning of the tragedy. Here you will also learn how you can help and often roll up your sleeves and get to work.
In other words: brands cannot ignore these conversations. But participation must be approached with caution.
Whenever we face a crisis, we hope that after it passes, we will change for the better. In social media, this means building long-term trust and connection with our audience.
What does it look like? Here are our tips.
Having a social media policy for employees
We cannot predict crises, but we can be prepared for them. The official social media policy can help you learn how to respond better and more effectively.
Document your communication strategies and map out an approach to deal with the social media crisis.
A good policy will ensure a robust yet flexible response process. It will also collect all the important inside information needed to move forward.
This is a useful document if the crisis is particularly close to home. If the crisis affects some members of your team, they will be able to share responsibilities with other team members.
Make sure your social media policy includes the following:
- An up-to-date emergency contact list. Not just your social media team, but also legal advisors and decision makers.
- A guide to accessing social media credentials. Where is this information and how can I find it?
- Guidance for determining the extent of the crisis (i.e. is it global or local, does it affect your operations, does it affect your clients and to what extent?).
- Internal communications plan for employees.
- The process of approving your response strategy.
View — and possibly pause — your upcoming social calendar
In times of crisis, the context is rapidly changing and brands are right to be cautious.
For example, “good as you lick your fingers” may not be appropriate to say in the midst of a pandemic. At best, you may appear insensitive. At worst, inappropriate messages can endanger lives.
If you’re using the social media planner, you’ll need to hit pause for any upcoming posts. Trust that all the hard work put into your perfect post for National Donut Day has not gone to waste. Just postponed.
Pausing scheduled social media content is easy with Hootsuite. Simply click on the pause symbol on your organization’s profile and enter the reason for the pause.
This will prevent all posts from being published until you decide it’s safe. It will also alert users that the publication has been paused.
Have a tiger team in place
What is a tiger team? A group of ferocious specialists who come together to work on a specific problem or goal. In the midst of an emergency or crisis, your existing social team can adjust or call for additional support.
Identify the people who are best suited for these roles. Then outline their responsibilities so that everyone can accept their mission and act. Tasks to be assigned to your response team include:
- Publish updates
- Answer questions and work with support
- Monitoring the wider conversation and marking important events
- Checking information and/or correcting rumors
It is also helpful to have people clearly responsible for:
- Strategy for the medium term (not just for every day)
- Coordination/communication with other teams. This may include external stakeholders and the rest of the organization.
Communicate with honesty, openness and compassion
In the end, honesty, compassion, and humanity will win. Build trust by being open about the issues you are struggling with or responsible for.
Make sure employees know about your position
Communication starts at home. As your organization moves forward, you will need your people.
If you announce relief efforts or donations, employees can help spread the word through the employee advocacy program. This is also a good time to remind them of your organization’s social media guidelines for employees. (Make sure you include all crisis related amendments)
Your brand can also be under stress due to the crisis (layoffs, backlash, etc.). Be prepared for employees to express their feelings on social media.
Sometimes it’s impossible to get everyone to reach for the same goal. In this case, social listening can help you better understand your employees’ concerns.
Cite only reliable sources
Platforms, governments and brands have redoubled their efforts to counter disinformation on social media. In a crisis, it is even more important to be vigilant about the truth. In times like these, bad news doesn’t just hurt reputation. This can be downright dangerous.
Social platforms can apply broader protection policies during times of crisis, but don’t rely on that alone. Check your facts before sharing false claims with your audience.
And if you mistakenly share disinformation in the heat of the moment, admit your mistake right away. Most likely, your audience will tell you.
Use social media monitoring/listening
Your social media team may have been the first to hear about the crisis, local or global. It’s just the nature of the job.
If your social media listening strategy is optimized, your team can track audience attitudes towards your brand. They can also keep track of what’s going on with your competitors and the industry as a whole. How do these organizations respond to an emergency? And how do their customers react to their response?
Do you need to create content about your relief efforts or new operating policies? Does your customer service team need to ramp up quickly?
These are just some of the questions that social listening can help answer. This is a direct link to what your audience needs from you, so get connected.
Avoid “trendjacking”or actions that appear to be profit oriented.
Whatever you do: don’t try to spin the crisis.
It can be a hard line to pin. If a post seems showy or calculated, it could hurt your relationship with your customers.
We have seen so many brands burned out of opportunism or even the appearance of opportunism. Humble teaser strategies just don’t work in an emergency. Nor bragging.
Avoid damaging your brand’s reputation on social media when a crisis occurs. Do what is right and do it with humility.
Leave room for questions
People will have questions. Be clear about the best way to contact you. You don’t have to deal with a flood of panic requests. Just take the time to chat, answer questions and cheer.
Do not disappear
A pause may be necessary while you strategize. But—and the number triples if your brand is in crisis—radio silence is not a long-term strategy.
Examples of crisis communication in social networks
Need some inspiration? We’ve rounded up some great examples of how brands are handling social media crises and emergencies.
When the markets crashed, WealthSimple stepped in. They provided a calm explanation (via a carousel) to alleviate subscribers’ financial worries.
Reproductive care brand MyOvry obviously couldn’t ignore the Roe v. Wade debate. They entered into a conversation and clearly stated their position on this issue.
After the latest US school shooting, business magazine Fast Company has taken to social media. They helped direct readers to opportunities to support gun control.
Live From Snacktime usually posts funny kids quotes. They used their platform to share a minimal yet powerful message in the aftermath of this tragedy.
The Bank of Queensland has jumped on social media after a massive flood. In crystal clear language, they shared how they will support customers in the coming days.
It’s not just big brands. Equally important is the role of social networks in crisis communications of local authorities. When heavy rains destroyed a highway in British Columbia, the local government used social media to share updates on road conditions.
Following the wildfires that devastated Flagstaff, the Northern Arizona Museum changed its usual contents. They shared a somber message of sympathy and offered support to the victims.
Comic book artist Clarice Tudor used her Instagram to express her support for Ukraine. She also shared her fundraising efforts.
Each of these examples conveys an urgent message with tact and efficiency. Remember that the most important question to ask yourself is still: how can you help?
Crisis Communication Social Media Plan Template
Develop a social media crisis communications plan while things are running smoothly. That way, you can jump into action as soon as possible when life goes awry. We’re here to help you get started with a social media crisis communication plan template.
Assess potential crises
Time for a (dark) brainstorming session. What possible situations could affect the world and your business? It could mean anything from a new wave of pandemic to a tragic violent event in your community. Think of any potential disasters you might need to comment on.
Possible questions and answers
What do your subscribers need to know in a crisis? You can’t predict every corner, but brainstorming answers will give you a head start.
Placement of points and graphs
When something terrible or unexpected happens, where will you react…and when? Make a list of all your relevant social media platforms. Specify how quickly (or how often) to post messages in the event of a global or public emergency. It may also be helpful to share registration information or information about who has access to these accounts here.
Task assignments
Who is doing what? One person does everything from creating content to listening to social media? Or are you going to split the work among several key players?
Key Stakeholders
Consider this your contact list in case of an emergency. Write down the names, titles, and contact information of everyone who needs to be aware of your social media content during a crisis.
Recommendations for social networks
Do you have any rules or best practices for your posts during a crisis? What is the correct tone? Are emoticons appropriate or not? What is your policy on responding to negative comments or reviews? Deciding on best practices before a crisis will help your team figure out how to proceed.