During a crisis, social media can spread information quickly in a positive light, providing info to a large audience, such as parents, police and news media. Also, social media can spread misinformation just as quickly. Writing a press release or media statement should be seen as just as important as writing a social media message. The following are the first steps to take before drafting a social media message during a crisis.

• Research your subject/talk to experts.

• Know your target market/audience; what knowledge do they have about the subject?

• What is the best way to reach your target audience; which social media network should be used? Not all people are on social media.

• Don’t forget about your older audience; use telephones/direct mail or post office.

• Always monitor social media to see what is being said about the crisis; make sure your an expert of what you were audience is saying about your company on social media.

• Always have your audience in mind; ask yourself questions as if you are the reader.

• What is your objective when writing a social media message? What do you want to have happen?

• Make sure that you have all your facts confirmed before writing your message

• Short and concise messages