Is online communication necessary?

Once upon a time, Emergency Managers were taught to build relationships between their Emergency Management Agency (EMA) and the media. The media was our conduit to inform the public and gave us the opportunity to spin the story which best met our needs. Many EMA professionals still view the media a necessary evil rather than a partner. EMAs either hired a dedicated Public Information Officer (PIO) to keep the media at bay, assigned the task to under-utilized personnel, or dealt with media well after the fact, if at all.

The media is no longer waiting for EMAs to deliver information. And the public? They’re sharing disaster information amongst themselves. With the proliferation of smart devices and social media channels, anyone can publish updates on disasters in progress — even the people who are directly impacted.

Not only is there is no cushion for EMA to deal with issues outside of the public eye, a new host of communications issues have arisen: “facts” are spread without vetting, rumors run rampant, errors are not retracted, and the sheer volume of content can supersede any efforts to set the story straight or deliver timely news to impacted populations.

The solution?

A Community Manager will go a long ways towards solving the problem of communicating with the public, particularly if that person has a background in crisis communications. Currently, agencies either leave online communications to a junior staff member or call it quits after the web site is developed — excepting occasional posts by “duties as assigned” staff. There’s more to an effective online presence than a Facebook update or an occasional tweet. Building, cultivating, and managing an effective social media presence is real work, and necessary to establish an agency’s image and reputation in advance of need.

Throw out the idea that a “real world” reputation and “position of authority” matters online. If an agency is not active on social media channels before a disaster, key messages will not be heard once that disaster is in progress. An agency will not be sought out for information nor listened to if it has not earned that right by engaging the public well in advance and becoming known as a trusted source of timely and reliable information.

A Community Manager should know services inside and out, understand the voice and personality of an agency’s leadership, and, most importantly, serve customers – the general public, when and how it is convenient for them. This is a critical position that serves as a conduit to the public, so don’t underestimate their value. Day to day, a seasoned community manager will know how to deliver needed information, deal with disgruntled people, manage conversations, and know when to take conversations off-line. They can also identify areas of concern from the public and identify gaps in information, services, and needs.

Ignoring the public isn’t an option any more. Conversation will simply take place without an agency’s involvement. Businesses have learned how to communicate effectively in the social media age, actively listen to online conversations, and respond in a way that aligns with brand and customer expectations. If you doubt this, next time you are having trouble getting resolution on your TV, phone or internet service, post a tweet or message on Facebook talking about your dissatisfaction. You’ll be surprised how fast you’re contacted about resolving the issue. The public expects the same reaction from agencies, particularly in times of crisis.

A seasoned Community Manager will yield benefits to agencies before, during, and after crisis situations. Now is the time to look for the right person to fill this role.

The next post on this topic will go more in-depth about who should be hired to help agencies be more effective online. If your agency has already hired a Community Manager, please share your thoughts.