Social Media Crisis Communication Rapid Response Plan

Crisis Communication Rapid Response:

Online Media

Guidelines for Social Media Response

The following principles are crucial to implementing any response to a crisis through the social media.

Traditional communications principles and practices apply.

Have messaging in place.

Have communication lines and networks already established.

• Have accounts already in place with major social network programs.
• If possible, have "boilerplate" statements already prepared. These can be customised to fit particular circumstances.
• Remember: it's all about how the situation involves the community, not the company. Focus on community emotions.
• Provide regular communication even if there are no updates. Click on White House Response to Financial Crisis.

Must stick to the facts.

Timely reactions and responses are crucial to success.

Big blogs and social networks must get immediate attention. Size matters.

Small blogs and networks require reaction and response within 24 hours.

Never overpromise (e.g. Coal miners).

Build "crowdsource" lists from blogs, news aggregators and social networking sites.

Executives, PR people and any other possible spokespersons must understand and appreciate the importance of responding to social networks.

See Target Blows Off Bloggers: NY Times and

Target Blows Off Bloggers: Newsbusters

Know where you stand legally and have "buy in" from legal department.

Related article: Seven Principles of Community Building.

Integrate Social Media into Website

Acknowledge the situation and offer a link to "response resources" on the homepage.

Offer a video response on YouTube if possible.

Post a blog response (if there is a blog).

Have RSS available as part of your website.

E-mail

Send an email alert or advisory immediately to donors, supporters, media contacts and any other parties who may be interested.