Social Media Best Practices During a Crisis

Leverage existing social presences to build trust. It is important to have a regularly updated channel of communication open to audiences before the crisis hits so they know where to find trusted information online.

Ensure the right platform is in use to engage with the intended audience and get the message seen.

Create a centralized location to funnel information. Do not fragment command into “command emergency services” and “command logistics.” Make the official command page (or a higher echelon page, if appropriate) the nexus for information. If no command presence exists, the people most interested in the crisis may decide to start their own group. Whatever the case, communicate where the people most affected are communicating.

Monitor incoming content posted by users on social sites to understand what information they need and what is happening to them. Have enough staff to answer questions as best as possible and ensure the audience knows the command is listening and is actively involved in the crisis.

Post cleared information when available. There is no need to wait for a formal press release.

Remember: Depending on the platform, multiple updates can affect who sees your message based on the social media algorithm. Consider updating by commenting on the original post.

Use government-approved mobile devices to update social presences, quickly.

Answer questions as often as practicable. Avoid only posting information on a social media presence; that is what command websites are for. Instead, be prepared to have people ask questions and respond as quickly as possible through the most appropriate means of communication.

For repeat questions, consider creating a page on the official website for Q&A related to the crisis.

Monitor external conversations regularly and correct inaccuracies. This is the best way to stop rumors before they run rampant. Use search engines and other monitoring tools to track discussions on the topic.

Share and cross-promote critical information with your network of trusted social media sites, such as other military command, government and official non-governmental organization sites, like the American Red Cross.

Encourage on-scene and first responder personnel to communicate via social media by having them either use personal accounts or feed the command information to post on the official command social sites.

Note: According to DoDI 8170.01, DoD personnel are not permitted to use personal, nonofficial accounts to conduct official DoD communications unless in an emergency when official communication capabilities are unavailable, impractical or unreliable or if it is in the best interest of the mission.

Promote the social media presence on outgoing materials like press releases, email signatures, links on the home page and even in conversations with reporters.

Following a crisis, analyze the success of crisis communication via social media by looking at click-throughs, conversations, replies and reactions to postings, etc. In addition, complete a team self-evaluation to help you and your unit learn from the latest incident and better prepare for a future crisis.