The Role of Social Media in Crisis Communications

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In times of crisis, social media's usefulness extends beyond Facebook's hazard-check feature . Fifty-five percent of Americans get their news from social media . Meanwhile, ordinary people are spreading information, shaping stories, and influencing opinion ( and potentially affecting the stories journalists choose to cover ) from their personal accounts.

For those working at the heart of a crisis ( social media teams for governments brazil phone number data or healthcare professionals , for example), social media platforms are one of the best ways to quickly disseminate reliable information to the public.

And for those like us who work further away from the crisis, social media is the tool users use to communicate and make sense of the tragedies that affect them. Brands shouldn't ignore these conversations, but any participation should be approached with caution .

So when the world is reeling, what role does social media play in crisis communications programs?

Fast and direct communication of information to your audience;
Assistance to people who need help or information;
Social listening to get a comprehensive view of what's happening in the world and in your industry, and discover what people expect from your brand.
In short, social media shouldn't just be about saying you're helping. It should also be about finding ways to help out—and, in many cases, rolling up your sleeves and getting to work.

No matter what crisis we face (in our professional or personal lives), we hope that once it passes, we will emerge stronger. On social media, the goal is to build trust and long-term connections with users.