Communicating during a crisis is often a complicated and delicate process. In recent years, crisis communication has been made even more challenging by the introduction of social media.
Traditional media typically provides an opportunity for one-way communication, enabling organizations to provide information to consumers. Social media differs in that it stimulates two-way communication – allowing organizations to provide information, but allowing consumers and audience members to respond to that information with questions and comments. As such, managing social media effectively requires increased attention and monitoring, especially in crisis situations.
Understanding how to manage and leverage social media before, during and after a crisis is imperative in this day and age. Here are some best practices to keep in mind when preparing for and executing crisis communication involving social media.
Source: Adam Wine, U.S. Coast Guard, Chief of Public Affairs Programs Branch
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