Leveraging Social Media Before, During and After a Crisis


Before: • Use social media regularly to become proficient, and to understand its strengths and limitations. • Use analytics to determine which social media method is best to reach your target audience. • Update your social media platforms to establish a following. • Identify credible contributors. During: • Know what you can release, and when you can release it. • Assess public opinion to gauge your handling of the event. • Update platforms constantly with key messages, news releases, fact sheets, links to other credible sites, reviews of past cases, images, videos, etc. After: • Evaluate public comments: what the public is saying about how you handled the event. • Determine public opinion, and compare it to media coverage. • Communicate via social media to correct/counter misinformation and persistent rumors. Source: Adam Wine, U.S. Coast Guard, Chief of Public Affairs Programs Branch

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