Challenges of dealing with social media
COMM427 10/22/13
The Challenges of Dealing with Social Media during a Crisis
A) Lack of communication or not the right communication during a crisis can worsen the situation. People generally do not panic when they are informed. To reduce internal /external panic and tension, it is important to provide the right information, when the people need it. When it comes to social media, it is important to be aware of its potentially damaging elements, in addition to learning how to utilize it as efficiently and effectively as possible. Some of these challenges include:
I. Managing a rapidly intensifying crisis fueled by the “citizen journalist’s” blog posts, tweets, or imagery.
-Since social media is in real-time and is much more frequently accessed, individuals will take the information as factual, unless the organization provides a viable amount of information in response to the crisis.
II. Conducting a thorough, systematic monitoring of the internet.
-Tying in with the above, many risks can come from social media’s instant, global, and un-censored online communication. Its content can prove detrimental to an organization’s reputation, so ensure that systematic monitoring is a top priority of the communications management and crisis team.
III. Providing substantial information in a limited amount of characters, i.e. 140 character limit for Tweets
-Training communication team members on how to efficiently use social media in general should be a starting point, and then move into instructing them on how to use the communications tool efficiently during the time of a crisis. Social media is a powerful communications tool when used to one’s advantage.
IV. Not everyone uses social media.
-Trying to inform everyone through social media is nearly impossible due to not everyone wishing to or knowing how to use it. Thus, this gap must be accounted for through traditional means of communication. Additionally
The Challenges of Dealing with Social Media during a Crisis
A) Lack of communication or not the right communication during a crisis can worsen the situation. People generally do not panic when they are informed. To reduce internal /external panic and tension, it is important to provide the right information, when the people need it. When it comes to social media, it is important to be aware of its potentially damaging elements, in addition to learning how to utilize it as efficiently and effectively as possible. Some of these challenges include:
I. Managing a rapidly intensifying crisis fueled by the “citizen journalist’s” blog posts, tweets, or imagery.
-Since social media is in real-time and is much more frequently accessed, individuals will take the information as factual, unless the organization provides a viable amount of information in response to the crisis.
II. Conducting a thorough, systematic monitoring of the internet.
-Tying in with the above, many risks can come from social media’s instant, global, and un-censored online communication. Its content can prove detrimental to an organization’s reputation, so ensure that systematic monitoring is a top priority of the communications management and crisis team.
III. Providing substantial information in a limited amount of characters, i.e. 140 character limit for Tweets
-Training communication team members on how to efficiently use social media in general should be a starting point, and then move into instructing them on how to use the communications tool efficiently during the time of a crisis. Social media is a powerful communications tool when used to one’s advantage.
IV. Not everyone uses social media.
-Trying to inform everyone through social media is nearly impossible due to not everyone wishing to or knowing how to use it. Thus, this gap must be accounted for through traditional means of communication. Additionally
Links: to instructional videos can also be included on the website, if they really desire to try to expand their social communication reach. This will deal with some social media knowledge deficiencies Sources: Bailey, J. (n.d.). Crisis communications in the age of social media: How the aviation industry woke up to the power of citizen journalists. IPRA. Retrieved October 21, 2013, from http://www.ipra.org/itl/04/2013/crisis-communications-in-the-age-of-social-media-how-the-aviation-industry-woke-up-to-the-power-of-citizen-journalists Schmidt, O. (n.d.). Q&A On Social Media And Crisis Management ― An Interview With Oliver S. Schmidt. Disaster Resource Guide. Retrieved October 21, 2013, from http://www.disaster-resource.com/index.php?option=com_content&view=article&id=1710:qaa-on-social-media-and-crisis-management-an-interview-with-oliver-s-schmidt&catid=4:human-concerns Social media use during disasters. (2012, December 12). National consortium for the study of terrorism and the responses to terrorism. Retrieved October 20, 2013, from http://www.start.umd.edu/start/publications/START_SocialMediaUseduringDisasters_LitReview.pdf