Crisis Communication: Using social media allows for a rapid response to the broadest possible audience, without filtering by a third party.
Media Consumption: Over the past several years, there has been a major shift from print news to online and digital news. Put your message in front of your audience members by meeting them where they congregate.
Social Power: Traditional methods of broadcasting news (school newsletters, press releases, etc.) assume a passive target audience. But with the use of online tools, everyone has a voice.
Three key ways to use social media during and after a crisis
Pay attention to the conversation(s) going on about the crisis, and help direct the buzz.
Engage with community
Aim for dialogue: pose a message, listen to the response, and reply appropriately.
Turn community members into broadcasters
Ask community members to help multiply your reach by sharing the news with their friends and groups.