Social Listening During a Crisis
STEP 3: MONITOR SENTIMENT AND VOLUME • Analyze sentiment: Regularly assess the overall sentiment (positive, negative, neutral)
Social listening involves monitoring digital conversations to understand what is being said about your organization, industry or the crisis itself. It helps gauge public sentiment, identify misinformation and monitor evolving narratives. The following steps offer a guide to ensuring social listening during a crisis.
of conversations to understand public perception and adjust communication strategies accordingly.
• Track volume and peaks: Monitor the volume of mentions to identify any spikes in conversation, which could indicate new developments or increased activity or interest.
STEP 1: IDENTIFY KEY KEYWORDS AND PHRASES
• Include crisis-related terms: Set up keyword tracking for terms related to the crisis (e.g., “[Destination] emergency,” “Visit [Destination] response,” “[Destination] flooding”). • Monitor related hashtags: Track relevant hashtags being used in discussions about the crisis (#[Destination]Strong, #[Destination]Updates). • Track influencers and key accounts: Monitor mentions and posts from local influencers, journalists and key stakeholders who may influence public opinion. STEP 2: SET UP ALERTS • Configure alerts for specific keywords, phrases and mentions to get real-time updates on the crisis as it unfolds. This ensures immediate awareness of any significant conversations or developments.
STEP 4: IDENTIFY AND ADDRESS MISINFORMATION
• Detect false information and rumors quickly: Use social listening to identify misinformation or rumors circulating on social media and other online platforms. • Correct misinformation promptly: Provide clear and factual information to correct misinformation. Share links to official sources and updates to reinforce credibility.
STEP 5: REPORT INSIGHTS TO CRISIS TEAM
• Provide regular updates: Provide the CRT with regular updates on social media sentiment, key conversations and any emerging issues. • Adjust strategy based on feedback: Use the insights gathered from social listening to adjust your communication strategies, address concerns and manage the narrative.
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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