MADISON, Wis.-Social media can play a key role in crisis management. But to deploy it effectively a credit union must have a plan, be careful in how the medium is used and must build an online community first.
Kelly McDonald, president of McDonald Marketing, outlined how social media can help to quickly defray a crisis situation, such as a data breach, if used correctly.
Key advantages of using social media in a crisis are that you can communicate with members quickly, update responses frequently and are in complete control of your message.
"Through traditional media channels reporters take your information and add their own interpretation. You, too, are getting the message out quickly, which is important to letting your members know you are being totally transparent," said McDonald during CUNA Mutual Group's 2011 online Discovery conference.
Having a plan for leveraging social media in a crisis is an early step, but not the only first move. Before a crisis hits the CU should already have established a community on the social media sites it is part of and have built a following.
"Engage your members early and build a community so when the chips are down they understand that you are with them and they will be with you," McDonald explained.
She added that having two-way conversations with members on social media sites creates loyalty and letting other members respond first to questions fosters trust.
"If someone asks a question, don't be the first to jump in. Better to position yourself as a facilitator. And give away small prizes regularly."
Part of the planning strategy is choosing the correct social media channel that matches the organization's and membership's personalities, and the CU's internal resources.
McDonald cautioned credit unions not to spread themselves thin over a number of social media sites if they do not have the personnel to manage each presence effectively. "Better to do one channel well," said McDonald.
Collaboration inside the CU ensures messaging during a crisis consistent across all member contact channels and keeps communications moving, explained McDonald. Establishing a war room to be used throughout a crisis, where teams meet regularly, ensures all areas of the credit union are partnering.
"It keeps everyone in the credit union informed about what is going on and speeds approvals. You don't have to track down people to get them to sign-off on a message. They are all there."
As McDonald previously stated, getting a message out quickly helps build members' trust. She said it is more important that the message be "right" rather than polished.
Speak Up
"The first thing to do is to say something. For marketing to freeze and say nothing is the worst thing. At least say what is going on and explain what you know so members know you are not asleep at wheel. That message at least buys you time, lets people know you are human. To run things through a committee takes time and therefore does damage."
McDonald added it's important to always take a rational tone in responses, be open and transparent and let members know the credit union will get back to them soon with more information when you first send out a message with not a great deal of detail.
"And acknowledge people's emotions. Say you understand their frustrations and realize the situation is confusing. Showing empathy is the first step in diffusing a situation. Plus, later, after it is all over, members will remember how you made them feel. If you we compassionate and understanding and responded quickly, you may well strengthen member loyalty."
