Being proactive and using a different approach for each platform are key to social media crisis communication.
A powerful new weapon has been added to your crisis communications arsenal: social media.
Like all weapons, it can be used for good or evil. It can assure you of a swift victory over those who would defame your reputation. Or it can blow up in your face. Because social media can change public opinion — for better or worse.
In the old days, companies relied on traditional media to handle a crisis. In 1982, for example, Johnson & Johnson executed its revered Tylenol crisis communications plan, calling for a comprehensive recall of potentially poisonous product. J&J (and its PR agency) used traditional media outlets to spread the word. With the 24-hour news cycle was still in its infancy, the company reclaimed 70% of its market share within a few short months. Crisis averted.
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