Social Media and Damage Control

Massive recalls, multiple layoffs and celebrity scandals can send any PR department into a frenzy attempting to maintain a positive company, brand and/or personal image.  With social media completely redesigning the way people communicate, the traditional way of handling crisis communications is changing. Since social media and PR are closely related, would it be beneficial to use social media as a crisis communication tool since the demand for real-time media is at an all time high?

Social media has reshaped our thought process, minimized our patience and has become the way information is shared. When rumors are blazing across the internet about a particular celebrity, that celebrity is now able to send a tweet, write on his or her Facebook wall or post a video on YouTube confirming, or denying, the rumor.

Never before have people had as much access to multitudes of people as they do now.  Social media is definitely becoming a necessity for crisis communications.

Crisis communication is about sending the right message at the proper time.  If your company just had a massive recall on products effecting millions of people, you have to get the right message to the right people the most effective and efficient way possible.

Although adopting a sound social media crisis communication strategy can be a blessing, social media is a very informal way of communicating, which is why appearances have to be considered.  Writing a blog attempting to save face after a scandal could go awry.

Just like marketing, social media doesn’t make sense for every situation.  Closely monitoring the social media chatter during a crisis will allow you to determine if social media is the right medium for you.