In my own research on the impact of New Media on Crisis Communication, I have found that the New Media has impacted the information environment by (a) compressing the media cycle; (b) creating a perfect information environment; and (c) providing multiple platforms for news and imformation. As a result of this, effective Crisis Communications must now comprise the following 5 key elements – open, timely, truthful, broadly communicated and internet presence.

Regarding crisis communication — I’d say that six hours of monitoring might be too long. I’d advise that as part of the crisis communication planning effort, a systematic researching of social media content of likely crises would yield strong indications of what an organization might expect. Thus, the dark Websites and templated materials would be better informed, with less time needed to analyze the exact situation and a faster response.

The social media conundrum is always related to speed — it all moves so fast that organizations, with hierarchical decision-making and the need to obtain multiple approvals prior to making statements doesn’t fit the new reality very well.

The other important point I’d offer is that social media isn’t designed or realized as a broadcast channel, though that’s how many organizations perceive and use it (if they do…) The point of these tools is interaction with relevant publics; they expect to interact when an organization uses these tools, and they’re mighty upset when the promise of conversation is pre-empted.

The initial, pre-approved response can always be rather general — “we need to investigate this situation. Please send your questions and we’ll begin compiling answers.” That type of response keeps the information stream flowing to the organization, and buys time (in the same fashion that a similar response to mainstream media buys time.)

So, I would agree with Mr. Badings — letting a story die a natural death in mainstream media is a worthy strategy. In social media, I am not sure it’s workable at all.

Thanks again for a good post.
Sean
@commammo

But, as Master of Web Jonathan rightly points out, once ’stuff’ is up on the web it stays there, so not correcting has the potential to damage the brand at some point, even if it’s a sleeper.

Also, and maybe I am stretching this a bit, but I really do see a crisis as an opportunity to make friends and build advocates. Not responsing and not engaging with those who have commented – even those who are off with the fairies – reflects poorly on the relevant organisation/brand and may mean a missed opportunity.

I’d be interested in others views on this.
Cheers
Craig