by Roberta J. Witty | November 16, 2012 | Comments Off on A Post from My Colleague Andrew Walls: The New Normal: Social Media for Corporate Communications
Over the last five years considerable attention has been paid to the rise of public social media as the dominant tool for communications during large scale disasters. In major crises such as the Queensland floods, Christchurch earthquake, Haitian earthquake, and the tsunami destruction of the Fukushima nuclear failures, individuals and organizations have leveraged a variety of social media outlets to make personal contact, broadcast data to the public and to correct misinformation. In the most recent major disaster, Hurricane Sandy’s march through the northeast of the United States, we again witnessed heavy use of social media.
This time though, it was different. No one was surprised by this or found the activity remarkable. Massive surge of tweets before, during and after Sandy hit? Sure, of course. People informing friends of their survival through FaceBook status updates? Meh. Thousands of YouTube videos of storm impact. Uh huh.
The predictability and casual acceptance of this pattern of reliance on public social media platforms is the important message that Sandy delivered. This is the new normal. When New Jersey and New York residents powered up their smartphones off of a free generator, they used the electrons to check and upload updates to Facebook, Twitter, YouTube and thousands of blogs. They did not open up web browsers to watch broadcast news. This is a clear indication of where consumers place their trust when it comes to critical communications.
If your organization has been hesitating to use social media to communicate with customers and employees it is time to wake up and smell the coffee. If you are not driving your corporate image and communications through social media, someone else is driving it for you and they may not have your interests in mind. Misinformation continues to appear in social media during disasters and normal life. Your customers and employees are looking for information in social media and you should make sure they are getting the correct information when they need and on the platforms that they have selected.
Read Complimentary Relevant Research
Predicts 2017: Artificial Intelligence
Artificial intelligence is changing the way in which organizations innovate and communicate their processes, products and services. Practical...
View Relevant Webinars
The Mobile Scenario: Taking Mobility to the Next Level
The definition of "mobile" in the post-app era will involve new interactions such as bots and conversations, new devices such as wearables...
Category: advisory bcm-process event technology
Tags: andrew-walls bcm business-continuity-management business-continuity-planning crisis-communications crisis-management disaster disaster-recovery emergency-management emergency-notification emergency-preparedness facebook gartner hurricane-sandy sandy social-media twitter
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.