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Crisis Management

While the use of social media is intended to be less rigid than other types of communication and should engage the audience in a professional, yet informal way, there are strict guidelines as to what constitutes appropriate and inappropriate content.

Be Timely

An hour is a long time in the social media world. We must respond to our community as quickly as possible. Silence suggests we are trying to spin the situation. Use holding statements if an instant answer is not possible. Confirm we are investigating further and let the community know when it can expect an update.

Engage with the Source but Don't be Argumentative

Listen and respond. Keep it short. Avoid getting pulled into a long discussion of what went wrong. Instead try to move the conversation to a more personal channel, like private messaging. You could also offer a phone number, email address, or other means of communicating outside of social media. Any considerable number of either negative or simply inquisitive comments should be taken seriously, particularly if the comments are regarding one specific issue. Comments on Facebook and other social presences can sometimes act as a barometer on our communities’ feelings toward our school.

Stop All Scheduled Posts

During a social media crisis, scheduled posts will at best make us look goofy. A pre-scheduled post that goes out in a social media crisis situation can make our brand look ignorant and insensitive.

Communicate Internally

Internal communication is critical during crisis management. This keeps everyone on the same page saying the same things potentially across multiple social accounts. Also make sure to communicate with the higher-ups in your department as well as the Marketing and Communications managers.

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