Academic journal article Manager

Social Media to Keep You Calm in a Crisis

Academic journal article Manager

Social Media to Keep You Calm in a Crisis

Article excerpt

Analyst Gartner predicts that as many as 75 per cent of organisations with BCM strategies will have integrated such tools into their crisis communication plans by 2015, but also cautioned that doing so requires careful forward planning to avoid unintended consequences.

"In many cases, social media may represent the only available means of locating and contacting personnel; providing stakeholders with the information and assistance they need; informing citizens, customers and partners of product/service availability; and taking other business-critical actions," said Gartner Research Vice President Andrew Walls.

However, the greater flexibility of social media communication compared with more traditional channels also gives rise to particular challenges, such as filtering and applying the information gathered effectively and maintaining an authoritative, reassuring and united voice.

"As the workforce develops personal, digital friendships that might take precedence over the official spokesperson of the organisation, a conflict over who is the authority during an event can emerge," explained Research Vice President Roberta Witty. "Such usage shouldn't turn into a battle for control. …

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