This document discusses the importance of using social media during a crisis for a business. Social media allows a business to [1] control the message during a crisis by rapidly responding. It provides a window into audience reactions that may give early warning of a crisis. Social media can be used to [2] quell brewing discontent and mobilize supporters. When a crisis occurs, businesses should [3] gauge audience opinions on social media, respond rapidly to control the narrative, and mobilize advocates while defusing criticisms.

1. Effectively Using Social Media in Your Business:
Crisis Communications
Chris Lukach
Anne Klein Communications Group, LLC
January 19, 2010

2. Why are social media important in a crisis?
A RARE opportunity to control your message
A means of rapidly responding
In a crisis, a window into your audiences’
reactions
 May even give you a “heads up” about a crisis

3. Why are social media important in a crisis?
Quell brewing discontent
Mobilize potential ambassadors
When the news vans leave, share “soft”
follow-up news

4. The story breaks …
Article in the The New York Times
Re-posted in many blogs, including
consumer watchdog blogs

5. Gauging your audience
Audiences voice their opinions immediately
 Article/blog comments
 More than 10,000 “tweets”
 Instant Facebook groups
Instantly measure the impact of the article

6. Responding rapidly
Nature abhors a vacuum …
Don’t let others fill the void
Demonstrate transparency

7. Controlling the message
Post updates that you control
Communicate with high-interest audiences
that “matter”

8. Mobilizing advocates/defusing discontent
Respond to criticisms head on
Give your advocates what they need to carry
the message further

9. When the dust settles …
Get back to business

10. Remember …
A social media strategy needs to be in place
before a crisis occurs
The best way to learn about social media is
by immersion
 Start by monitoring, then test the waters