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Why Businesses Should Use Social Media For Disaster Management

byDouglas Ian
February 24, 2011
2 minute read
Disaster Management
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Though social media proved to be a great helping hand during the Haiti and the recent New Zealand earthquakes, there’s still a long way to go before it becomes the preferred disaster recovery management tool amongst businesses. Janco Associates conducted a review of 215 Disaster Recovery and Business Continuity plans and found that only 53 (25%) of them included social networks as a tool during the recovery process.

Amongst businesses that use social media for disaster recovery, most respondents believe that Facebook and Twitter are the only suitable mediums. Though YouTube, blogs and other social networks can be mighty effective in dealing with disaster management, they have failed to gain acceptance in the business world.

As an active social media practitioner, I firmly believe that it can play an important role in filling the communication gap in such adverse situations. Businesses need to proactively include social media in their Disaster Recovery and Business Continuity plans. Here’s why

Alternate Mediums

It’s not uncommon for one or the other communication medium to stop working during natural disasters. One of the biggest advantages of social media is that it can be accessed through computers as well as smartphones. So, even if your business’ wired network is down, you can access Facebook and Twitter through your smartphone. With technological advancements, it’s a matter of time before social media gets integrated with offerings such as Google TV and Apple TV to offer yet another innovative media to reach out to mass audiences.

Further, tools such as Google Person Finder have proved to be a blessing to help locate victims in adverse natural disasters. As a business, you should always hope for the best but be prepared for the worst.

Business Continuity Plan

The show must go on – even if the business circumstances aren’t ideal. Businesses must spend time to chalk out a business continuity plan to deal with pre and post disaster responsibilities, device a backup strategy for data centers, and perform timely drills for disaster recovery procedures.

While standard email, cell phones and/or texting may be sufficient for some organizations, these mediums lack the wide reach offered by social media. Facebook, Twitter and YouTube are by far the biggest channel for disseminating information about an incident, thanks largely to the ubiquitous presence of the internet.

Crisis Communication

The Haiti earthquake and the recent Egyptian revolution have established social media as a prime time crisis communication tool. For a business, the crisis communication strategy is about rapidly notifying all stakeholders quickly. Social media can be an invaluable part of that strategy and associated notification process.

I strongly encourage businesses to conduct mock drills and pilot tests to see how quickly messages can be sent and to evaluate the security of their social media strategy.

Does your disaster management strategy include social media? Have you explored using Facebook as a crisis communication tool? Please share your opinion by leaving a comment below this post.

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Douglas Ian
Douglas Ian is the Chief Editor of Smedio Magazine, Bestselling Author, Strategist, Speaker, and Trainer, who helps businesses grow their revenue through specialized business optimization strategies.
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