Social media holds the key to transforming enterprise business continuity management (BCM), specifically within crisis PR or incident management practises, new research has shown.
According to Gartner, 75% of organisations with BCM programmes will have public social media services in their crisis communications strategies by 2015.
Additionally, the analysts have advised BCM professionals to immediately begin assessing social media's opportunities and risks.
“Enterprises simply cannot afford to ignore social media as a crisis communications tool,” CIOL quotes Andrew Walls, research VP at Gartner, as saying.
“In many cases, social media may represent the only available means of locating and contacting personnel; providing stakeholders with the information and assistance they need; informing citizens, customers and partners of product/service availability; and taking other business-critical actions following a disruptive event,” he adds.
However, Walls says effective use of a new communications channel requires forward planning and practice. Attempting to leverage social media for the first time during a crisis can cause more harm than good.