After a Crisis: Updating Your Social Media Strategy

Checklist 2 min
Prepare for long-term effects and update your social media strategy with lessons learned after a crisis.

It is important to reflect as a team after a crisis occurs. Reevaluate the strategy, incorporate any lessons learned, and adjust the plan accordingly should there be a next time. Use this checklist to make your team stronger; while building credibility with the unit and surrounding community.

  1. Assess mission impact through data
    1. Monitor platforms during the event to assess impact to the mission
    2. Compare the time periods of normal operation against that of the crisis to gauge the severity of the event in the communication environment, this includes: lost followers, specific complaints and the amount and resonance (viral reach) of negative sentiment surrounding the mission
    3. Determine what and when responses were most effective during the event
    4. Establish a measurement scale to evaluate the negative conversations generated
    5. Determine how to measure impact on overall mission sentiment
    6. Determine how to measure overall mission impact of the crisis over time
    7. Create an analysis for leadership to make changes, if needed, in crisis communication going forward
  2. Reflect on responses through a team hot wash
    1. Evaluate messages and responses of what worked and what didn't
    2. Determine the strongest aspects of the crisis communication plan
    3. Identify the parts of the existing strategy that were not as helpful or effective
    4. List any processes, guidelines, templates, or systems that need to be revised or added
    5. Identify potential long-term impacts
  3. Prepare for the long-term impacts
    1. Plan how to manage and participate in the long-term conversation about this crisis event
    2. Identify if continual updates need to be provided long-term to any audiences or stakeholders
    3. Evaluate if there is a need to adjust communications and responses to similar events in the future (passive or active posture)
  4. Update the Crisis Management Plan
    1. Implement all the revisions collected above during the data assessment, team reflection; and long-term adjustments
    2. Perform a candid team assessment to reflect on all the steps taken by the team and update the plan with any changes
  5. Thank the community members and key partners for their support during the crisis