3 key ways to use social media for crisis communications

How to make the most of social media when times are tough

Even the most seasoned public relations professionals find managing social media in a crisis challenging. News spreads fast on social media. Things can escalate in a matter of minutes. Marketing departments are often in a position where they must act swiftly and shrewdly when their company’s reputation is at stake. The good news is that social media can help you mitigate crises when you use it wisely.

Here are three ways to use social media for crisis communications:

1. Delivering your message.

While social media isn’t the best tool to communicate directly with your customers, it’s perfect for providing updates and valuable information to your key audiences. Many people use social media as their top source for news and information. It’s especially important during a crisis for your company to provide timely, honest information through your social media channels.

2. Monitoring.

Many marketing professionals focus more on delivering content and less on engaging their audience. Social media isn’t just for posting content; it’s equally important to focus on listening. Tracking and listening to your followers and customers allows you to understand what they’re saying about your company and to respond appropriately during a crisis.

4. Addressing concerns.

Social media managers can manage a crisis and even prevent one from happening in the first place by addressing audience concerns promptly. Things go viral quickly in social media. The way you address problems depends on the nature of the problem and the social media channel you use.

Social media can easily and quickly destroy your company’s reputation because it’s happening in real time. Use this to your advantage during a crisis. Use social media to categorically deliver your company’s message as well as to monitor your audience’s reaction and mitigate concerns.

Axia Public Relations will work with your company to develop a comprehensive crisis plan to help you during the most difficult times for your company. Start with downloading our complimentary e-book Managing Public Relations in a Crisis today.

Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.

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