Start by acting like a human, not a marketing robot.
Social media has become such a part of so many of our lives that we often forget what made it so special in the first place.
It wasn’t the power to market to the masses, nor was it the opportunity for people to position themselves as experts in a particular field. Social media was and is, at its core, a vehicle for human connection.
That’s exactly what social media managers need to remember when dealing with horrible tragedies such as the Boston Marathon bombings. We often talk about having a communications plan in place for a crisis, and although that’s always important, the most important thing to remember is to act like a human being.
Beyond that, here are some brief guidelines...