Watch the full session on SMW Insider: https://socialmediaweek.org/insider/sessions/using-social-media-effectively-crisis/

1. Social Media in a Crisis
Kaitlin Turck | Global Digital Engagement Advisor | U.S. Department of State

2. Credit: CBS
Credit: NBC Credit: DAVID J. PHILLIP- AP
Credit: DANIEL OCHOA DE OLZA—AP

3. Credit: NBC Credit: DAVID J. PHILLIP- AP
Credit: CBSCredit: DANIEL OCHOA DE OLZA—AP
What will your brand do
when crisis hits?

4. The Bureau of Consular Affairs

5. Social Media in a Crisis
Things to Consider for Your Brand
How to Prepare Your Team
Best Prac9ces
1
2
3

6. Things to Consider

7. Things to Consider
Should you
even say
anything?
What’s the
brand risk
either way?
Ask:

8. What will be your role and tone?
1
2
3
Things to Consider
Collabora9ng with
the authori9es?
Condolences?
Call to ac9on?
Thanks?
Updates on services?
How to stay safe?

9. 1
2
3
What will be your role and tone?
Things to Consider

10. Preparing Your Team

11. 1
2
3
Decide roles and responsibilities.
Preparing Your Team
≠

12. Check that you can
log in from many
devices/locations.
Preparing Your Team

13. Preparing Your Team
Check internal
legal guidelines:
1) What can you say?
2) What can you support?

14. Preparing Your Team
Inventory
current accounts.

15. Preparing Your Team
Decide if you will
answer
questions.

16. Preparing Your Team
Find accounts
before a crisis.

17. Best Practices

18. Best Practices
Delete
scheduled
content.

19. Best Practices
Acknowledge
the situation.

20. Best Practices
Message
frequently.

21. Best Practices
Chose a
messaging
leader.

22. Best Practices
Don’t use
crises to
promote
your own
products.

23. Best Practices
Encourage
people to
check in
on social
media.

24. Best Practices
4Final Tips
1. Avoid Abbreviations
2. Plain Language
3. Main Message
in the Tweet
4. Repeat information
and answers

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