Crisis Communications Taylor Hayes Use of Social Media in the Private Pu...

How are the public and private sector using social media during the COVID-19 crisis? Is social media the best way to communicate with the public during COVID-19 pandemic?

Yes, we believe it is a very viable and valulable tool.



During the COVID-19 pandemic, we have learned the importance of high levels of two-way communications as part of an effective emergency response.



There are more ways than ever to communicate in these days of social media, Facebook, Twitter, Instagram, and video conferencing technology are some of those venues.



Unfortunately, this also means there are more ways than ever for misinformation to spread.



Crisis communicators understand that it’s important not to let public communications go by the wayside.



Communicators working with emergency managers have to make sure they are quickly, regularly, and consistently communicating with the public in a two-way fashion.



It is critical to share helpful and accurate information and to combat misinformation and rumors that can impede an effective emergency response or threaten health and safety.



Messaging that’s either not wholly accurate or just plain wrong will fill the void. That is reality.



Yes, “fake news” does permeate traditional and social media.



Crisis communicators play a significant role in keeping the public properly informed, updated, by correcting misinformation and in rumor controls.



Crisis communicators maybe the emergency manager, the mayor, judge-executive, city manager, or the Director of Communications or Public Relations.



It may be the transit authority director, the CEO of the hospital, or the Director of the Senior Citizens Center. It may be the Chief of Police or Captain of the Fire Department.



Whoever leads the social media communications effort must be trained and skilled and comfortable doing these updates on a consistent basis.



Openness and transparency are critical.



Social media today is how a significant number of people are getting their information and also sharing information.



When they get wrong or inaccurate information, such information is shared, often indiscriminately, and the misinformation spreads just as a virus does.



Social media as noted reaches various demographic audiences.



The truth is different social media channels reach entirely different ages that span generations.



These channels also span geographical, socioeconomic, and many other demographics.



According to a Pew Research Center study, users of social media include:

• 56% percent of Americans 12 years old and older

• 35% of people 65 years old and older

• 68% of women and 62% of men

• 56% of citizens from low-income households

• 58% of rural residents, 68% of suburban residents, and 64% of urban residents



Social media is increasingly and consistently replacing traditional media as a news source.

A considerable number of social media users access these channels on mobile devices, vastly increasing the likelihood of reaching an audience wherever they are.



Here are the best practices for using social media to disseminate information about critical incidents.

• Use social media platforms that reach the most citizens and are best suited for distributing news, in particular Facebook and Twitter, and less so Instagram.

• Keep messages short, informative and as specific as possible

• Act quickly to correct any misinformation that you find is circulated elsewhere – remember social media is a two-way conversation

• Make sure posts can be shared easily by the reader

• Use links to direct the reader to more detailed content if available such as on your website

• If applicable, share information about specific actions people can take to help or to make emergency response easier or more effective

• Send updates frequently to keep readers engaged with the most accurate and current information, news, or instructions

• Share updates once a critical event has ended, to keep readers informed on recovery activities and mitigation efforts



Social media helps people make good decisions and spread that information instantaneously, which can ultimately help save lives.



Here are some examples of information that can be provided through social media outlets when a disaster occurs:



In the COVID-19, messages such as Stay healthy at home, how to wash your hands properly, the importance of social distancing, and wearing masks when in public areas

•

• Power and Internet, Cable outages and updates and estimated restoration times

• Emergency shelter locations

• Disaster assistance definitions and updates

• Transit information and roadway statuses

• Significant weather alerts and warnings

• Boil water advisories

• Dry ice distribution locations and times

• Health Department safety recommendations

• Federal Emergency Management Agency (FEMA) assistance availability and contact information



During and after the COVID-19 pandemic, it is essential to continue to disseminate information to traditional media sources; however, it is also important to gather critical information from all sources, including social media.

Monitor social media consistently since it is often the best source of intelligence as to how issues are forming, problems are developing, and questions and rumors are arising.

With this information, you’re better prepared to respond effectively – whether it’s a physical response or a communications response.

Some communities are using social media effectively. We highly recommend you add social media to your communications outreach during these difficult times.



Taylor Hayes, the former publisher of the Kentucky New Era Media Enterprises and a 40-year veteran of the media world, updates us on the use of social media in Hopkinsville, a community of 30,000 or so located in southwest Kentucky.