Social media is a major tool in times of needed crisis communication. Given its real-time feature, it can help businesses, government and other large entities reach key publics with appropriate messages in the quickest way possible.
Breaking news can be shared via tweets, as well as important messages to aid in damage control. What makes social media updates successful crisis communication is when they are short and brief, summarize main points, aid the overall message and are not created separately for social media (to ensure consistency in your messages), tap into all available resources, as well as allow for public feedback in the form of comments and responses.
The same way a funny video can go viral or breaking news can spread crisis communication can and should be shared just as rapidly. The key is to make the information available across all social media platforms and to all your various audiences. In addition, by exhausting all ways possible through partnerships, you can ensure your client's message is being received. For example, if it is a health related crisis, by targeting organizations like the Red Cross or doctor's associations, you can reach a wider audience than just through your social media outlets alone.
