As we head into 2012, social media is increasingly becoming an integrated part of the communication landscape for companies worldwide. Along with the proliferation of social media also comes the public’s expectation for a quick reaction—which can be especially problematic in times of crisis. How should companies use social media to communicate to stakeholders in the event of a crisis and what groundwork should be laid beforehand to ensure that a plan is in place if a crisis situation should arise? Eileen Wixted talks with Nathan Wright of Lava Row to gain insight into the role of social media in crisis communications.
Wixted: When it comes to organizations, do you define social media and its use a certain way?
Wright: Social media is critical to any company's crisis plan, regardless of industry or size. Social networks such as Facebook and Twitter represent the new front lines with the public and media, and they're expecting to hear from you on these platforms.
Wixted: What should a company take to begin developing a social media platform that would be used for crisis communications?
Wright: Step one would be rounding up all the necessary decision-makers and content-creators inside your company and getting them in a room together. This might include a senior PR person, somebody from the digital team, a representative from legal (especially if you're organization has to eat through a lot of compliance issues and/or regulations). Once they're assembled:
1. Run a few social media crisis drills. Create fictional scenarios that might blow up on your company's social media platforms—or even outside of them—where you have no control. These drills will expose organizational roadblocks that need to be solved before a crisis hits.
2. Establish roles - who responds to what? It will also help you talk through what is a crisis online, and what isn't. After this process, try to formalize the takeaways into some sort of response map that will be followed during a crisis.
Wixted: Is it important to have a preexisting presence in online communities?
Wright: It's certainly helpful. Companies that are well-connected to their audience and customers online prior to a crisis stand a better chance of having "advocates" rush to their defense. We've witnessed Southwest Airlines face the same issues online as a United or Delta, but it's always a lot less bumpy for them because of the groundwork they laid years ago with online communities.
Wixted: What’s your recommendation for companies who are in high risk industries but are new to social media?
Wright: If you're in a high-risk industry but haven't yet embarked on any social media initiatives, I'd recommend that this directive needs to start from the top. The CEO or senior leadership needs to set the mandate that social media will be a critical tool in the crisis toolbox, and then work with the company's team members to make sure they have the proper guidance, authority and communication skills to handle an event online. Start small, and benchmark your progress along the way.