Social media can be a key component to an organization’s
crisis communication plan. Because news
has become a 24-7 cycle, the need to control information has become more and
more prevalent. Social media allows
organizations to control what information is out there for the public to see as
well as to frame the issue in ways that benefit the organization and its
publics.
In sport, the most recent example of a need for crisis
communication is the Penn State scandal that occurred a little more than one
year ago. The athletic administrators
were forced to deal with the crisis immediately because ESPN and other news
outlets quickly responded to the scene and were demanding information and
interviews. The administrators tried to
frame the issue as an isolated incident, but further information was unearthed
that caused the university to change its crisis communication plan.
I think social media can be integral to an organization’s
crisis communication strategy. Getting
the word out on their own terms and controlling information are desirable for
all organizations, and social media allows this to happen. With the number of
people on Twitter and other social media sites, the news cycle has changed and
companies have had to adapt to this.