Wednesday, May 29, 2013

10 Social Media Truths During a Crisis

As I prepare notes for an upcoming presentation on social media and crisis communication, I have come up with 10 “truths” about social media that I feel communicators should keep in mind during an organizational crisis. PR pros, what are your thoughts? Disagree with some (or all)? Are there some I’ve missed?

1. Who manages your social media accounts is the most important decision you’ll make

In the words of Ricky Bobby, with all due respect to my younger peers who know a great deal about social media, a crisis may not be the best time to have an inexperienced recent college grad, responding to social media posts. The manager of an organizational social media account must be able to respond quickly, responsibly and calmly.

2. Social media is an emotional place

This can be good or bad. At its worst, social media is a place for friends to question your integrity or motives and trolls to attack, often using words that they might not say in person. At its best, there is no better catalyst to spread positive energy and emotion—quickly. The best crisis manager knows when to step back and allow for venting, but also when to capitalize on positive feelings as well.

3. You will be criticized

It feels like it is just you, but it’s not. Trust me. Celebrities, universities, and businesses are being attacked online every day. You need to be in social media; your audience is there as well. Be prepared, though, as social media is the new customer service department. Have thick skin.

4. Sometimes your best isn’t enough

It’s a bummer, I know. Sometimes you can do everything right, and your Facebook wall is still filled with criticism. Make sure your superiors understand this, and go get them next time.

5. Sometimes less is more

Engage. Engage. Engage. You hear one social media expert after another profess the necessity of engaging audiences on social media. During a crisis, though, not every complaint warrants a response; not every question deserves an answer. You won’t win every commenter over; trying too hard could be a sign of insecurity in your position. Learn which posts warrant responses. Comment when you have something to clarify or add to the conversation.

6. Sometimes more is more

Don’t be afraid to post more frequently than normal if increased communication is helpful in resolving the crisis. During a crisis, the audience may be starved for information and looking to you. While two or three tweets a day may be a good rule of thumb for a Monday when nothing else better is going on, an hour between posts might as well be a lifetime in certain crisis situations.

7. Social media is more alike than different than traditional forms of communication

Ask yourself the same questions about the crisis you would have 10 years ago, but quickly come to conclusions. The same situations still warrant apologies. The same situations warrant the same responses. The right thing to do is still the right thing to do.

8. Up-front approaches are more effective than subtler tactics

During a crisis, a whole new audience may be monitoring your social media accounts. They may know little about your organization or its history; their interest is in the crisis of the moment. In other words, your great reputation may not help. Social media posts must be made with that in mind.

9. Internal communications are more critical than ever

If the people within the organization are telling a different story than the organization, your words may prove meaningless, or worse, could be used as additional cause for criticism.

10. Adaptability is essential

Have a plan for social media, but don’t be afraid to deviate. Arrogance will get you nowhere. We are still learning about social media; each situation is a little different. The best crisis managers keep a level head, are quick on their feet and are (somewhat) fearless.