Social Media in a Crisis

Kaitlin Turck | Global Digital Engagement Advisor | U.S. Department of State

Credit: CBS

Credit: NBC Credit: DAVID J. PHILLIP- AP

Credit: DANIEL OCHOA DE OLZA—AP

Credit: NBC Credit: DAVID J. PHILLIP- AP

Credit: Daniel Ochoa de Olza—AP

Credit: CBS Credit: DANIEL OCHOA DE OLZA—AP

What will your brand do when crisis hits?

The Bureau of Consular Affairs

Social Media in a Crisis

ThingstoConsiderforYourBrand

HowtoPrepareYourTeam

BestPrac9ces

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2

3

Things to Consider

Things to Consider

Should you even say anything?

What’s the brand risk either way?

Ask:

What will be your role and tone?

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2

3

Things to Consider

Collabora9ngwiththeauthori9es?

Condolences?

Calltoac9on?

Thanks?

Updatesonservices?

Howtostaysafe?

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2

3

What will be your role and tone?

Things to Consider

Preparing Your Team

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2

3

Decide roles and responsibilities.

Preparing Your Team

≠

Check that you can log in from many devices/locations.

Preparing Your Team

Preparing Your Team

Check internal legal guidelines:

1) What can you say? 2) What can you support?

Preparing Your Team

Inventory current accounts.

Preparing Your Team

Decide if you will answer questions.

Preparing Your Team

Find accounts before a crisis.

Best Practices

Best Practices

Delete scheduled content.

Best Practices

Acknowledge the situation.

Best Practices

Message frequently.

Best Practices

Chose a messaging leader.

Best Practices

Don’t use crises to promote your own products.

Best Practices

Encourage people to check in on social media.

Best Practices

4 Final Tips

1. Avoid Abbreviations 2. Plain Language 3. Main Message

in the Tweet 4. Repeat information

and answers

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