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Use of social media in crisis management: how & why

Popkorn Blog_How to Use SMedia in CMWhen most people think about the benefits of using social media    for businesses, they immediately focus on the marketing  advantages. However, many business enterprises are making use  of social media as a tool for listening and offering quality client  servicing.

 When an emergency or crisis erupts, the power of social media can  do wonders for a business. The nature of crisis usually varies – it  can be anything ranging from negative publicity to simple website  outage.

In this post, we will throw light on the appropriate use of  social media in crisis management.

  • Role of reputation in social media is crucial

Attention should be paid to social media’s influence on the company’s image. Social media only allows clients’ opinion to spread as far as possible. Word of mouth marketing and social search assume relevance for social media reputation management.

  • Social media allows people to play the role of an important influence in the community

Word of mouth marketing can reach more audiences via social media. Hence, the possibility of a bad experience can be disastrous.

  • Why social search

Google’s implementation of social media in their search results brings the real-time conversations right at the front. If you are fond of Twitter, just adding a hashtag will tell you what is being spoken in regard to your brand. It won’t be incorrect to say that social search could be more influential on the searcher’s perception of a business/brand.

  • Relevance of crowdsourcing

Although, the concept of relying on social media is new, it can’t be avoided. Social media in crisis management offers an excellent opportunity not just to distribute information in real time but also allows crowdsourcing the situation details.

In fact, the importance of social media has grown so much in the past few years that companies today are actively creating their social media crisis communications strategies.

  • Everyone can play the role of a journalist

Communications becomes a two-way process with social networking. Protecting the image of a brand is an important element of online reputation management. Business enterprises should understand that the world is evolving dynamically and the methods for collecting and distributing information are also undergoing rapid transformation.


Thanks to the numerous social media channels, everyone can be a reporter and can share their experiences and information with the world.

Experts are of the opinion that no crisis communication plan is complete until it focusses on a strategy to monitor and react to the social media.

Hence, business corporations that do not comprise social media as part of their crisis communication plan should immediately start right now.


So, here are the top practices for crisis management via social media –

  • First and foremost, social media is public. Don’t worry about the negative feedback. It is the job of the company to defend their stand and turn the negative comments into positive ones.
  • Keep a close watch on the social media and give response to tweets, comments on the company’s profiles on time. The faster you respond, the better you will be able to project your brand in front of the clients.
  • Share contact details (phone number, email address) for connecting with the audiences. It is time to impress them with great client servicing for continued business opportunities.

So, if you are a business owner and want to use the power of the social media for crisis management, get in touch with a PR agency positioned to create a customised crisis plan for your company.


  1. One of the benefits of social media is undoubtedly its immediacy and its timeliness. It gives the user a way to be present with their audience in almost any situation, sharing continuous information from wherever they are and enjoying ongoing discussions that can’t always be limited to a contained period. It is this very reason that social media is one of the most widely-used ways that brands and organisations connect with their audiences, particularly in times of crisis.

  2. One of the benefits of social media is definitely its immediacy and timeliness. It allows the user to connect with their users in almost any situation and sharing details. This is one of the reasons that social media is one of the most widely-used ways that brands and organisations connect with their audiences, mainly during the times of crisis. When hit by difficulties, brands should look for ways to reach out to their customers.

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