We’ve previously discussed how airlines should handle crisis communication in case of an emergency, and recently we shared the first part of the plan for cruise lines to do the same. This is the second part, which picks up after looking at what cruise lines should look for on Twitter, to what they should measure during and after a crisis, plus what to look for on platforms outside of Twitter.
What to measure on Twitter in times of crisis, and after
Now that you know what to look for, you need to have a plan in place for how to measure it. What, exactly, should you be measuring on Twitter as a crisis unfolds?
Before; or what you should have set up right now
Ideally you will already have Trackers set up to capture what we mentioned previously- tweets directly to your official handle, mentions of your brand in any variety of spelling imaginable, any well-known nicknames your brand has (official or not), and the ports you operate from. If you’re not already doing that, now is the time to implement Trackers or take frequent snapshots (using something like our aptly named snapshot reports) around those terms once a situation arises and begins to unfold.
If your resources have grown since you first made your plan, consider monitoring your major competitors and major keywords related to your industry as well.
During a crisis
Often during a crisis situation, a hashtag will be born organically. If you’re being proactive about communicating via Twitter, however, don’t hesitate to create one of your own and immediately set up a Tracker to measure it, or take continual snapshots of the situation. If another hashtag emerges organically, use that one in your messaging as well and be sure you’re tracking both.
After a crisis
If everything flies by too quickly and you’re a small enough team not to have time to set up Trackers or take frequent enough snapshots of the situation, a historical option to capture the entire incident is available. This can also be used to fill in any noticeable gaps in your data once you’ve begun to look through everything you’ve gathered.
In the aftermath of the event, you might also want to track a specific news story (using specific key words from the title if it’s unique enough not to return a lot of noise, or you can track via a specific URL) that went around if it directly involved comments from your brand, or got a lot of circulation with commentary from people passing it around. This will give you a much more accurate read on the sentiment around your crisis messaging, and let you see any missed opportunities, as well as highlight every win.
Go the extra mile
Once you have all of this data and you can clearly see how the situation unfolded and evaluate the strength of your response, take it a step further: What can you plan better next time, with this experience? What did you and your team do really well, that you should be sure to praise and also pass on as protocol to new team members? This knowledge can be distilled and turned into training and on-boarding materials for any new communications employees in the future.
If you’re not a cruise line (or an airline) a lot of these tactics still apply to you; if you’re a hotel, for example, you can offer to put up stranded travelers or victims of a natural disaster or other tragedy. Car rental companies and car sharing services can work out deals to get stranded people home if they don’t have far to go. For a less serious crisis, tour companies can even offer to keep stranded passengers entertained with local sites while they’re waiting for delayed travel to get sorted out.
Any of these companies can work out deals with each other ahead of a crisis to come in and support each other if and when it makes sense to.
Platforms other than Twitter
While Twitter is the best platform to use during a crisis because of the speed at which you’re able to share information and connect with concerned parties as well as news outlets, you need to be sure you have messaging in place on all of the other platforms you also have a presence on in the case of an emergency. For Facebook, be sure to make periodic, informative updates and answer as many questions as you can from concerned parties that may not be on Twitter. Do as much as you can with the resources that you have; don’t be afraid to make a post and then direct everyone to Twitter or your website for more information if those are the two places you plan to concentrate updates.
Tumblr will support text updates and it’s also a place where you can reblog information from the news outlets also on Tumblr, but it’s much more difficult to answer questions if they come in the form of reblogs. Do answer any questions directed to your inbox, publishing those that may help answer the similar questions of others.
Photo-based platforms like Snapchat and Instagram are more difficult to navigate; it’s hard to think of a tactful snap for announcing information around an emergency situation, but if that’s the only line of communication open to you and you’re in touch with your customers there, don’t hesitate to do what you can. If you do feel it’s appropriate to post a screenshot with emergency update protocols on your Instagram account directing followers to your website or Twitter for ongoing information, do so. Many of these details will depend on what’s right for your brand, the nature of the crisis, and the resources available as it unfolds.
The bottom line is to listen and step in where you’re needed, even if you’re not expected to.