Replaces traditional tools in times of crisis
The effectiveness of social media as a crisis management tool has been proven repeatedly over recent years, with some of the most telling demonstrations coming in the midst of natural disasters. The flurry of tornadoes that struck the Southern U.S.in late April was yet another incident where social media shined through, as described in this quote from a “Spin Sucks” blog post by marketing pro Stacey Hood:
When the storm system that was responsible for these tornadoes started, Birmingham-based meteorologist, James Spann, started using various social networks to supplement his television broadcast and coverage of this life-changing event.
As an early adoptor of social media, Spann is familiar with various social networks, but used Twitter primarily to broadcast warnings and forecasts for the paths of the tornadoes in central Alabama thanks to the fact that power was lost and a large majority of people were able to stay in contact with the Twitter stream coverage. Spann credits Twitter with being able to get most of the warnings out to more people.
In addition to Spann’s coverage and early warnings, other major companies in the state used social media for its crisis communications. Alabama Power, for example, took advantage of the reach of Twitter and broadcast hourly updates of power outages, warnings of downed power lines, announced areas in which shelter was being provided and other statements that previously would have been broadcasted or written about too late.
Individuals used the social network themselves to announce if local stores were running low on much-needed supplies like diapers, bottled water, non-perishable food, etc. Local charities then started using hashtags on Twitter such as #ALNeeds thanks to Spann’s efforts for those involved in local recovery programs.
Not only does social media facilitate external communication, but internal communication as well. In the event of a disaster many employees will be left without active land lines, but it’s highly unlikely these days that most will be more than ten feet from a charged cell phone. Simple mass tweets or posts to an internal blog can keep everyone on the same page, facilitating your crisis response and keeping your workforce safe.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/
Comments 1
Thanks for posting this article! While some people are still on the fence about social media, I'm a passionate believer in using social media for preparedness, response and recovery. It has saved many lives and many millions of dollars. Social Media is one of the most obvious examples of a skill that once you have it as your everyday brilliance, it becomes your disaster resilience.