Crisis Management in the Age of Social Media

Over recent years, social media has become a double-edged sword for organisations. While it offers fantastic opportunities for engagement and brand promotion, it also presents significant challenges, especially in times of crisis. The speed with which information can be shared —accurate or otherwise—can amplify crises, making effective crisis management more crucial than ever.

The Amplification Effect of Social Media

Social media platforms enable information to spread at an unprecedented speed. During a crisis, the speed with which information can be spread often results in a widespread public reaction before an organisation has even had the chance to respond.

The Role of Misinformation and Disinformation

Misinformation and disinformation can exacerbate crises. This summary from the BBC explains just how it spreads and how critical it can be.

Misinformation can appear in various ways on social media, including the use of false identities, misleading headlines, and contextually manipulated videos. Recent research on news reporting regarding protests revealed that 30% of individuals aged 16 to 24 consider TikTok the most reliable source for news. If you’re turning to social media for information, it’s crucial to assess the reliability of the source and verify their authenticity. To ensure the accuracy and objectivity of the information, it’s advisable to seek posts from trustworthy news organisations.

Astroturfing: A Modern PR Challenge

Astroturfing, the practice of creating the illusion of grassroots support or opposition, has emerged as a sophisticated tactic over the past few years. This strategy can manipulate public perception and pose significant challenges. You may have seen recently where Blake Lively was allegedly targeted by a smear campaign involving astroturfing, orchestrated by her co-star and director Justin Baldoni’s PR firm. Such tactics highlight the need for organisations to remain vigilant and proactive in monitoring and addressing deceptive campaigns that can harm their reputation.

Proactive Crisis Communication Strategies

Effective crisis management now that everyone is so engaged in social media requires a proactive approach. Developing a crisis manual is essential so that if a crisis happens, a plan of action is available. This plan should encompass a risk register, contact lists, graded responses and mechanisms for recording and monitoring incidents. Ensuring that all systems and processes are accessible during emergencies is also crucial.

A basic checklist for the initial days of a crisis includes:
– Setting up an incident response team – quite often, this is an organisation’s PR team
– Determining the severity of the incident
– Communicating early using pre-approved statements
– Monitoring media and social media platforms
– Scheduling briefings
– Ensuring adequate support for the crisis team

Following a structured approach helps organisations maintain control and reduce reputational damage.

The Importance of Timing in Crisis Communication

Timing is critical in crisis communication. Delaying a response can shine a negative light, so a prompt and decisive response is the best way to tackle a crisis initially and can mitigate reputational damage. The strategy of “stealing thunder,” where an organisation discloses crisis information before it becomes public through other means, has been shown to be effective in minimising reputational damage.

Monitoring and Responding to Social Media Activity

During a crisis, all organisations should actively monitor all of their social media platforms. A dedicated team should be on board to track mentions, assess public sentiment, and identify emerging issues in real time. This enables a swift response to misinformation and helps maintain control over the narrative.

Engaging with the Audience

Transparent and empathetic communication fosters trust and credibility. If, as an organisation, you acknowledge concerns, provide regular updates, and address questions, you can help alleviate public anxiety and demonstrate accountability.

Collaborating with Influencers

Leveraging the support of influencers can help amplify positive messages and counteract negative narratives. Identifying and collaborating with credible voices who align with your values can enhance the effectiveness of crisis communication efforts.

For instance, brands have collaborated with popular online streamers to reach younger audiences, demonstrating the potential of such partnerships in shaping public perception.

Learning from Past Crises

It’s always good to learn from your mistakes, and this is the same for crisis comms preparation. Looking over past crises can provide valuable insights into effective strategies and common pitfalls. Organisations should conduct post-crisis evaluations to assess their response and identify areas for improvement.

Our Final Thoughts

With social media always being on and a huge part of business and personal life, crisis management requires agility, transparency, and a proactive approach. Organisations must be prepared to navigate the complexities of digital communication, counteract misinformation, and engage authentically with their audience. By implementing comprehensive crisis communication strategies and learning from past experiences, organisations can protect their reputation and maintain public trust in an increasingly connected world.

Want to know more about how best to handle a crisis? Contact us at [email protected] – we’re all ears!