Social Media & Small Business: What NOT To Do During a Disaster

When it comes to social media for small businesses, most people think of it as just another channel for communication and promotion. However, it can also be a source of help or hurt during a natural disaster. During and after Hurricane Sandy, which ravaged the east coast earlier this year, we saw very specific examples of how social media can be a lifeline for some and also learned valuable lessons about what NOT to do during a disaster:

1.       DO NOT spread rumors on social media: This one can be a tricky one. During Hurricane Sandy, the campaign manager for a U.S. House of Representatives candidate was allegedly the source of a widespread rumor that the New York Stock Exchange had flooded. It was picked up by both CNN and the National Weather Service before it was debunked. Usually, however, “official” social media accounts at the local, state and national levels can be counted on for accurate information. Only repost messages from credible sources that have been verified, if possible.

2.       DO NOT use social media to promote your brand or product while people are in survival mode: American Apparel, Urban Outfitters and the Gap were all criticized for insensitive promotional messages on Twitter during the storm. If you want to help people by providing them with a discount, you should wait until the storm has passed.

3.       DO NOT just “wing it”: If you already have an online crisis management plan for your small business, consider adding social media as a secondary means of communication with your employees, vendors and customers. You can also use your social media channels to bring the community together as 13 restaurants did to provide Sunday dinner in one Sandy-ravaged town. If you don’t have a disaster plan in place, you should get one. Immediately. Read this Forbes article for some tips.

4.       DO NOT ignore social media: Now more than ever, people are turning to social media for information, and the more you can provide during a crisis, the more value you are giving. In some desperate situations, social media may be the only channel available for communication.

Hurricane Sandy showed us the good, the bad and the ugly of how social media can be used during a natural disaster or crisis situation. Let’s all take these lessons and learn from them, so that we are prepared for the next time Mother Nature decides to show us who’s boss.

How have you used social media to get through a crisis? Do you have a disaster plan that includes social media? Share it with us in the comments below.

Small Business Disaster Preparedness in the 21st Century

Would you know what to do if your business was affected by a natural disaster tomorrow? Do you have the communications channels and plan in place to take action, or would you simply panic and stop the presses? Many small business owners can’t afford to be closed for even one day. Social media is not only a marketing tool, but it can be a lifeline in today’s modern society.

Recent natural disasters have taught us many things about how interwoven technology is in our 21^st century world. Hurricane Sandy was the first widespread natural disaster in U.S. history that showed us how our social networks can help us and our businesses survive and thrive in the wake of a crisis.

Examples abound both during and after Hurricane Sandy about people and businesses reaching out on social media sites such as Twitter and Facebook to get help and offer relief. Nonprofits like Invisible People used Twitter to reach out to homeless shelters and gather its resources to help obtain generators and food for the less fortunate. An animal shelter that posted about structural damage to its facilities on Facebook got 30 volunteers to come out and repair the damage. Over a dozen restaurants in one city banded together to provide Sunday night dinner for its community and used Facebook to spread the word.

Making a plan now for your procedure during a crisis or emergency situation can mean the difference between survival and greater loss. Obviously, safety and family come first for both you and your employees. Once everyone is secure, have a plan for working off-site, accessing the Internet and staying abreast of the latest information. Many federal, state and local agencies have social media accounts that will be updated frequently to help you stay informed. If you’ve built out a couple of social media channels for marketing purposes, you can also keep your customers updated and let them know when you are operational and available for support. Note, however, immediately after a natural disaster is not the time for promotional messages, but it can be an effective way to bridge your company and your community during difficult times. So what are you waiting for? Go make your plan!