For a crisis management plan, companies should consider these questions:
- Who will decide what to tweet or post? Is this a PR manager's job or the CEO's?
- When is it appropriate to comment? Should you tweet your support or wait till the crisis is over, social channels have quieted down and all the information is in?
- " If you're going to drop a link in your post or tweet, make sure it's to something helpful, as Southwest Airlines did with the link to flight rebooking information.
- If you have automated tweets set up to come out during a crisis, cancel them.
- If your company generally sends out a few tweets or posts a day, consider staying mostly silent, other than sending a message or two of support.
- Don't stray from what your company is about. If your company sells widgets, don't get into a political debate about gun rights or immigration.
- Decide how big a crisis or event needs to be before you put a crisis plan into action.
- Be genuine. If it is something that you truly feel, even if it's sharing feelings of sadness, that's OK.
Sign up for CIO Asia eNewsletters.