PRDV107: Crisis Communication

This step builds upon guidance and key considerations from "How to Start Social Media Planning (Section 1.0)," "How to Develop a Social Media Content Strategy (Section 2.0)," and "How to Start Implementing Social Media (Section 3.0)" to help users create a comprehensive plan supporting social media use in emergency management and public safety operations. This section provides users with instructions on completing the Social Media Plan Template (Section 5.0). Not all components of this template may be applicable to each organization, and users are encouraged to download, complete, and/or modify this template in ways that suit their organization's needs.

Introduction

Similar to the Social Media Business Case, the Introduction section of the Social Media Plan should explain the importance of having a social media presence. A social media presence will enhance the organization's brand, increase overall engagement with citizens on a daily basis, and support the effectiveness of emergency operations. The introduction should briefly outline the plan's purpose and scope to ensure a shared understanding of the document across the organization.

Social Media Team Information

The Social Media Team Information Section of the Social Media Plan Template should outline the designated team members who are responsible for implementing the Social Media Plan. Additionally, these individuals may be responsible for managing specific accounts for each platform. Guidance in "Form a Social Media Planning Team" (Section 1.2) directly informs the completion of the Social Media Team Information section in the template. An example is included below for reference.

Objectives

Defining strong, S.M.A.R.T objectives is key to ensuring an organization can track progress on social media initiatives. Refer to "Define Your Organization's Objectives" (Section 1.3) and Evaluating Post Success (Section 2.4) for examples and guidance on establishing measurable, short-term and long-term social media objectives. An example is included below for reference

Platforms and Audience

Clearly outlining available platforms and their respective, target audiences will ensure an organization is prepared in the long term. For additional guidance, reference "Determine Audiences and Platforms" (Section 1.4). An example is included below.

Content Strategy

Outlining a content strategy is essential to building your organization's brand, voice, and style. This section should clearly describe how your organization will incorporate tactics such as those listed in "Characteristics of Effective Content Strategies" (Section 2.1) into a comprehensive content strategy. An example is included below for reference.

Social Media Metrics

The metrics section of the Social Media Plan Template should clearly demonstrate how social media posts and engagements with the public will be measured. Metrics are essential components of strong social media analytics reports, which an organization's leadership may require. "Evaluating Post Success" (Section 2.4) directly informs how to complete the metrics section of this template.

Social Media Account Management Guidelines

The Social Media Account Management Tools section of the template outlines the different tools your organization will use to support tasks such as monitoring, scheduling, publishing, and analyzing across all social media platforms. "Evaluating Post Success (Section 2.4) lists common account management tools identified by practitioners and directly informs completion of this portion of the template.

Procedure A: Account Audit Guidelines

The Account Audit Guidelines section should outline key consideration questions or directions for team members on how and when to conduct an audit of social media platforms. It is important to consider that the resulting analysis from a social media audit could lead to the addition or deactivation of social media accounts, referenced below. Guidance in "Social Media Account Management Procedures" (Section 3.2) directly informs the completion of the Account Audit Guidelines section in the template.

Procedure B: New Account Guidelines

The New Account Guidelines section should outline key considerations or directions for team members on when it is appropriate to introduce a new social media account. To avoid redundancy in content and overwhelming the social media team, it is important to consider what the new account or platform will offer in accomplishing social media objectives or goals. Guidance in "Social Media Account Management Procedures" (Section 3.2) directly informs the completion of the New Account Guidelines section in the template.

Procedure C: Account Deactivation Guidelines

The Account Deactivation Guidelines section should outline key questions or directions for team members on when it is appropriate to deactivate a social media account. Guidance in "Social Media Account Management Procedures" (Section 3.2) directly informs the completion of the Account Deactivation Guidelines section in the template.

Procedure D: Records Retention Guidelines

The Records Retention Guidelines section should outline key questions or procedures for how the organization handles tasks such as archiving social media content or public records requests. Guidance in "Social Media Account Management Procedures" (Section 3.2) directly informs the completion of the Records Retention Guidelines section in the template.

Procedure E: Comment Guidelines

The Comment Guidelines section should inform the public and the employees of an organization about an organization's social media comment policy. This is an essential step to aligning an organization's expectations with that of their social media users. Guidance in "Social Media Use Policies and Guidelines" (Section 3.3) directly informs the completion of the Comment Policy section in the template.

Procedure F: Security Guidelines

The Security Guidelines section should be set up before an issue occurs to ensure an organization's information – and that of the people who use the accounts – is inaccessible to outside sources. Guidance in "Social Media Use Policies and Guidelines" (Section 3.3) directly informs the completion of the Security Policy section in the template.

Procedure G: Employee Personal Social Media

Account Guidelines The Employee Personal Social Media Account Guidelines section should provide employees with guidelines on how to use social media on personal accounts to help mitigate risks and establish a positive brand image, as well as protect confidential information. Guidance in "Social Media Use Policies and Guidelines" (Section 3.3) directly informs the completion of the Employee Personal Social Media Account Guidance section in the template.

Procedure H: Accessibility Guidelines

The Accessibility Guidelines section should outline how social media content must be accessible to all populations. All guidelines should be compliant with the ADA. Guidance in "Social Media Use Policies and Guidelines" (Section 3.3) directly informs the completion of the Accessibility section in the template.