It is a dreary rainy Thursday morning and I decided to dedicate the early morning to catching up on the blogosphere via Google Reader.
I was pretty certain I’d be writing about web design, as I kept sharing articles related to site structure and design (I use design to cover many facets including structure, navigation, etc), but I then came across a post by Rob Birgfield on SmartBlog on Social Media titled, “Why crisis management and social media must co-exist.”
This post got me thinking about one I written mid-summer, “Crisis Communications and Social Media.”
Key points from Birgfield’s post:
- the principles of crisis communications have not changed, but the conditions have,
- early detection of an externally driven issue allows you to respond and prevent or at least manage the problem to avoid it becoming a full blown crisis,
- respond to an issue in the same channel – for example with Domino’s, the YouTube video that caused a problem was responded to by the CEO response also on YouTube
Companies regularly communicate with stakeholders via the traditional conference call, press announcements, and through annual reports. Why not re-purpose this content digitally and distribute through social media channels?
The regular distribution through these channels will provide the content base to improve your site traffic. When a crisis hits the tools are in place and other content of yours will be available in search results along with whatever the crisis of the day may be. In essence, your own past published material will help smother the new content in search results, while your own responses will rank due to your content history.