In a world where news travels across social media platforms 24/7, one poorly composed message can tarnish a company’s reputation. Social media platforms like Twitter have transformed the way news is shared. News of a crisis now spreads to wider audiences than ever before and at lightning speed, making crisis management an increasingly significant and time-sensitive endeavor. Although the reach and speed of social media adds fuel to the flame of any given crisis, it also provides the opportunity to respond quickly and directly to clients and customers. To help LMA members prepare for any social-media-fueled crises headed their way (and to prevent others from ever happening), HC’s own John Hellerman and Abbie Fink of HMA Public Relations presented some tips and best practices at a recent webinar hosted by LMA’s Social Media SIG Group.

No matter what the crisis, it is vital to be prepared.

John and Abbie discussed everything from a now-infamous memo on how female lawyers should present themselves in the workplace to a Kenneth Cole tweet that used unrest in Cairo to drive sales. With these examples came takeaways including:

1. Train Your Employees: You have to be aware of the fact that companies are held hostage by the quality of the people responsible for their social media feeds. Set up a social media policy and extensively train your employees.
2. Contingency Plans: Companies must have contingency plans in place. These plans prove to be helpful even if they are not followed exactly. Having a plan in place will allow your company to take quick and effective steps toward resolving the crisis at hand. Although the need for planning seems obvious, many companies fail to adequately prepare for crises.
3. Use Your Fan-Base: As John said, “clients and customers are your best defense.” In order to survive a social media crisis, you must build your relationships with clients, customers, and important influencers in the field. If you have a preexisting relationship with your followers, they will be more willing support you in times of a crisis. Do not be afraid to use your fans and committed network. 
4. Think Before You Tweet: Before sending a tweet, make sure the message is appropriate. Many crises occur due to lack of focus, especially when companies are managing multiple accounts on social media management tools. 
5. Take a Deep Breath: In the midst of a crisis, take a step back. Consider whether or not a crisis truly exists before moving forward. Depending on the situation, figure out whether you need to pursue an aggressive response (apologizing across platforms, retweeting all reactions, etc.) or a more subdued response. Crises are very stressful and can look worse when you are in the middle of it.

No matter what the crisis, it is vital to be prepared. Have a plan, anticipate your followers’ reactions, and stay true to your brand, but, most importantly, rely on your clients and customers to help you through it.

For more on John’s tips, check out the handout here.