Lesson 4: Communicating Risk: Who, How, When, Where and How Often
Topic 5: Best Practices for Using Social Media
As we have discussed previously in this module, social media is changing the way that governmental organizations communicate risk. Social media means that the general public is no longer dependent on top-down communication, because the general public now has instantaneous access to information that can also be shared instantaneously with others. This can pose a big challenge for hierarchal governments and organizations. In this topic, we will look at examples of how some organizations have been successful at communicating risk effectively.
Objectives:
- Learn how other organizations have become effective at using social media to communicate risk
- List some important strategies for using social media effectively
As we have discussed, social media presents a great opportunity for government agencies to improve communication. Using social media for risk communication allows agencies to quickly, efficiently, and economically put out their information to the people who need it. But it is important to understand that the public has very high and specific expectations when it comes to communication through social media.
Here are some important things to consider.
First, it is important to very carefully choose the platforms you will be using to communicate. There are hundreds of social media applications, with new ones appearing every day. Even the most well-funded risk communication campaign cannot participate in them all, especially since being “active” (which we will discuss further in this topic) is one key requirement of success. The target group and the message you need to communicate influences the medium you should choose for any given purpose. Each social media application attracts a certain type of stakeholder group, and agencies and organizations should be active wherever their stakeholders are present.
Second, before using any application, it is a good idea to take some time to investigate it and learn about its history and basic rules. It is important for any government, or other organization, to learn how to monitor social media before they attempt to create an account. Only after they have gained the necessary understanding should they start to participate. To begin, search for terms in your area of interest to find people to follow who are “posting,” “tweeting,” commenting, or otherwise communicating about this area of interest. Read what they have written and what other people have commented about what was said for hints on how and what people are responding to. It is vital that there is an understanding of the basic idea behind social media. It is all about participation, sharing, and collaboration, rather than pushing a message.
If your organization decides to use multiple social media applications, which can be a worthwhile strategy to reach the greatest number of stakeholders, ensure that your activity or contributions across social media applications are aligned. Keep in mind that one goal of communication is the resolution of ambiguity and the reduction of uncertainty, and nothing is more confusing than contradicting messages across different (social media or other) channels.
Third, because of the ease and cost-effectiveness of using social media for communication, it is often easy to forget that not all stakeholders have access to these tools. When communicating risk, especially in crisis communication, it is essential to be as inclusive as possible. New social media technologies are great tools for communicating risk, but it is important to remember that they are only one type of tool among many and that one size might not necessarily fit all. Also, one must remember that social media is a moving target. It is a good idea to be flexible and use volunteers and stakeholders to help the organization adapt its risk communication strategy accordingly.
Fourth, when using social media, it is important to remember that people use social media because they want to. They are not being forced into a social media environment. To this end, you should be “active” on whatever social media applications you choose to be a part of. People generally use social media to find the “latest and greatest” information. If your last communication is two or more months old, you will have lost some of your audience. Along with that, it is important to be interesting, at least as interesting as possible. Keep your messages concise and to the point. Try to find creative ways to get people interested and involved. Social media is an informal environment. If your messages are rigid and overly technical, you will lose followers. Lastly, always be honest. Because of the great speed in which things can be shared, it is essential that your messages represent the best information you have. When you lose credibility, you will lose followers.
Other methods of outreach include games, infographics, and even a graphic novel entitled “Preparedness 101: Zombie Pandemic”, which is meant to demonstrate the “importance of being prepared in an entertaining way that people of all ages will enjoy”. To see other ways that the CDC is working on connecting with citizens visit www.cdc.gov/socialmedia.
The most important lesson for government agencies while using social media is to go where your citizens are. Listen in on their concerns, needs, and interests, and then contribute where it adds value.
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