1. Assume inevitably: It will happen to you. In the social media era, anything can go viral, and it often happens when you least expect it. The best thing to do is plan for the unexpected so you are prepared to react with a cool head.
2. Make crisis media response part of your disaster plan. Cities prepare for disasters with plans, exercises and regular meetings to ensure they can respond without hesitation. It’s important to include social media in your crisis communication strategy. Use the opportunity to identify communicator roles and responsibilities so there is no confusion when a situation unfolds in your community.
3. Identify a social media backup person. Most communities have a social media coordinator who is responsible for managing posts, but it is also important to identify a backup person that is trained and has access to the accounts. Having a backup will ensure there is coverage if the primary coordinator is on vacation or unavailable.
4. Coordinate messages on all social media sites. If your community has social media accounts across multiple platforms, make sure you coordinate your response. You shouldn’t focus exclusively on the platform in which the initial content went viral.
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