Using Social Media in a Crisis

Dec 4

Social media has transformed how we communicate, especially in times of crisis. Whether it is addressing a sudden issue, responding to public concerns or managing misinformation, how you use social media can significantly influence outcomes.

Utilizing social media is crucial during a crisis because it allows businesses to provide immediate communication by sharing real-time updates and information. Social media also has a wide reach and can connect with diverse audiences quickly. By providing information businesses can also help control the narrative and dispel misinformation in real time.

The first steps to take on social media during a crisis are:

Assess the Situation: Understand the nature and scope of the crisis.

Craft a Holding Statement: Post a brief message acknowledging the situation and promising updates. Example: “We are aware of [issue] and are working to address it. Stay tuned for updates.”

Activate Monitoring: Track mentions, hashtags, and relevant keywords to understand public sentiment and spot misinformation.

Ensure your messages are effective by:

Being Clear and Concise: Use simple language to ensure understanding.

Staying Honest: Acknowledge what you know and do not know. Avoid speculation.

Being Timely: Provide updates frequently, even if only to say, “We’re working on it.”

Staying Empathetic: Recognize and validate emotions; show you care.

Avoid the following during a crisis:

Speculation: Stick to verified information only.

Neglecting Engagement: Respond to critical questions or concerns respectfully.

Being Defensive: Maintain professionalism and avoid arguments or blaming.

Ignoring Misinformation: Correct false information promptly with clear facts.

Use tools like social media dashboards to track mentions. Correct inaccuracies with facts and direct users to official statements. Avoid escalating conflicts; focus on providing solutions. Encourage supporters to share your correct messages.

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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