MARCH 24, 2009

Crisis Communications, Social-Media Style

Here at TMG Strategies, we spend a lot of time assisting clients with crisis communications plans. Sometimes we have the luxury of working on these plans proactively, before a crisis actually occurs, but on many occasions we have developed - and implemented - crisis strategies while the crisis is actually unfolding. While this can make for very exciting work, it can also be nerve-wracking, especially for our clients.

Over the last few years, the need for specific plans for the use of social media in crisis situations has become more and more apparent.  People are getting their information from social media in much greater percentages these days - whether from blogs, social communities, or simply through word of mouth - and understanding how to use these channels appropriately and strategically in a time of crisis is absolutely critical for success.  We always recommend to clients that they spend time thinking about how they might use social media to their advantage well in advance of a crisis.

Here are the most important steps to consider in developing a social media crisis plan:

1) Know the landscape. As a first step, figure out who is talking about you and your industry. Who are the most influential figures - bloggers, commenters, social community participants? Where are these people getting their information? Bloggers write about topics they care about passionately, and they have strong opinions.  Knowing where they are coming from, and what their positions are, is crucial.

2) Become a member of the community.  Developing relationships with key influencers before a crisis hits is a smart move.  Bloggers who have personal relationships with executives within companies often say that those relationships make the companies more human and approachable, rather than faceless and impersonal.  Engaging with blogs and social communities that follow your company or your industry helps neutralize criticism during a time of crisis, and opens the door to communications during a time of stress and negativity.

3) Use social media tools to get your message out.  The web is the fastest and most effective way to disseminate information.  During a crisis, smart companies use the internet to their advantage - whether through a corporate blog, a social media newsroom, Twitter, or simply through quick, effective outreach.  We recommend in times of crisis that corporate messaging be simple, decisive, apologetic if necessary, and consistent, and that the messaging be disseminated in every possible way. Show your stakeholders that you are serious about pushing out necessary information, and that you are not hiding behind a corporate website.

4. Be prepared to engage.  Social media is all about transparency and engagement. Companies who use social media tools must be prepared to accept comments, and, more importantly, to address them.  The era of one-way communications is over.

5. Don’t forget about your employees.  Internal crisis plans are just as important as those designed to address customers and stakeholders.  How will you communicate with your own employees when a crisis hits? How will they know what to say when they are asked about the crisis? And how can you reassure them and minimize morale issues? Internal blogs and message boards can be very helpful for spreading a company message and soliciting feedback from worried employees.

6. Have a rapid response plan in place.  Most companies know what to do when traditional media starts calling after a crisis, but few are prepared for how to deal with negative coverage online. The most important steps to take are: a) identifying people within the organization who are equipped to respond to online criticism; b) determining which voices are worth responding to, and which are too vitriolic, unbalanced, or inconsequential to merit response; c) preparing responses that are not canned or boilerplate, but which respond to individual points and personal perspectives; and d) committing to ongoing dialogue and engagement until the crisis passes.

Any company that starts thinking about these steps in advance of a crisis will be at a great advantage if the need to use them ever arises.