RISK: Post-cat social media plans for companies

After a catastrophe, companies need to make sure their social media game is on point.

In the Snapchat age, “companies are not afforded the luxury of time to prepare and deliver public statements,” says Lori Brassell-Cicchini, vice-president of ESIS Catastrophe Services, a Chubb subsidiary, in a new report.

Read: Gen Y wants social media insurance

But it’s still essential to prevent the wrong information from spreading so businesses should develop an emergency social media plan: assigning responsibilities to specific staff members and determining which social outlets to use (if the cat occurs in Russia or Europe, Brassell-Cicchini points out, consider the site VK). It’s also important to for a plan to outline which posts deserve a reply, since “anyone who uses a computer or smartphone can post information to the Internet,” and not all will be legitimate.

The report also suggests preparing a dark page to be published only in the event of an emergency. It could include background information on the company, media contacts and claims information, and should be written in plain language, not jargon. Once published, ensure the site is monitored and remains up-to-date.

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