Social media listening will tell you how your users are talking about the situation, and monitoring will show you public response in real-time. Any indication of mission impact through a public platform should be supported with comprehensive data. Remember to have a plan in place to lead the discussion if audience sentiment changes operations.
Compare normal operational time periods against the crisis time period to gauge the severity of the communication environment. Focus on factors like lost followers, specific complaints and the viral reach of negative sentiment surrounding the mission. Identify key performance indicators for successful crisis management and establish a measurement scale to evaluate the negative conversations generated. Determine how to measure impact on overall mission sentiment as well as overall mission impact of the crisis over time.