Using Social Media When a Crisis Occurs

The internet and social media have added new dimensions to the recently outdated practice of crisis management. Events are now reported on Twitter and Facebook, before the main stream media ever gets a word. The internet even allows bloggers the opportunity to give companies feedback. Social media is surpassing old fashioned methods of crisis communication.

Before a crisis strikes, social media can be a useful way to identify warning signs that a crisis is on the rise. The crisis management team is responsible for crisis scanning of social media relevant to their industry. This could be as simple as setting Google Alerts, running regular searches and analyzing blog mentions of their company and products. Developing Facebook pages and setting up a Twitter account are great ways to monitor company fans.

Surprisingly few companies have modified their crisis communication plans to account for the remarkable changes brought on by the internet. Kitson is no exception. I conducted a social media scan myself and found that company did not have a twitter account or a blog. Although the company had created a fan page on Facebook back in 2007, the page has not been updated in quite some time. Opening a Twitter account is a simple and should be a necessary social media tactic for all companies and organizations. Kitson’s owner, Fraser Ross could easily tweet about the company’s upcoming events, new products and celebrity clientele.

As a company that is so heavily impacted by the media, it would be extremely beneficial for Kitson to create a blog. A blog can add a feature of interactivity, as customers and stakeholders can post comments and give feedback, as well as ask the company questions. Also, blogs can be effective means for providing updated information about a crisis. Podcasts and videos are also a helpful way to reach target audiences, especially in times of crisis. The JetBlue apology on YouTube is a perfect example of how social media was succeful in resolving a crisis.

Observing social media should extend into the crisis response and post-crisis phases in order to check the progress of your crisis management efforts. Kitson should include these social media techniques in their crisis communication plan. It will force the company to keep up with constantly changing technology of the time and hopefully prevent future crises from occuring.

Peace, love & fashion!!!