Social media, and the speed by which it can be used to spread information, has enormous potential to accelerate a reputational crisis. Conversely, social media can be one of your most valuable tools when it comes to crisis management. Your ability to manage a crisis may, however, be directly impacted by how prepared you are to utilize social media in a focused and comprehensive way when a crisis occurs. Some best practices your company or organization can put in place include: designating a social media spokesperson for your company or organization; making sure that your social media communications are appropriately informed; using social media consistently; making sure that your management and those responsible for responding to crises are properly trained; and enacting a concise social media policy that clarifies who may represent your company or organization via social media.
