Necessary to have, unfortunate to have to use.
Though, a company never wants to have to employ its crisis plan, it is bound to happen.
A new way that companies are relaying their crisis communication to the public is through Twitter.
In, Melissa Agnes blog, Promoted tweets: 4 tips for deploying them in a PR crisis (https://www.prdaily.com/Main/Articles/12613.aspx). She demonstrates four ways to help a company use the platform if Twitter to efficiently and effectively disperse information about a crisis.
Include a targeted link:
By including a targeted link, your audiences can easily click from Twitter to your website to receive in depth information on what is happening and how it is being handled.
Make sure your wording is sympathetic t your audiences. You only get 140 characters so be sure to be precise, but also understanding towards victims and their families.
Use targeted keywords and hashtags:
Use words and hashtags that are already being used for the crisis that way the tweet will be promoted even more.
Declare the end of the crisis:
Make sure to have continuous updates if you are going to use social media as a platform for crisis. Also make sure that you tell your audience when the crisis is over, so they aren’t searching harder than they need for updates.
These four tips can be implemented on all forms of social media. As always when dealing with crisis communication: tell the truth, tell it all, tell it fast, and move on.