Your guide to Digital Resilience Planning | Transmute

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15 September 2021

Your guide to Digital Resilience Planning

We’re an old hand at planning for a crisis, from Social Listening during swine flu to advising Met Police intelligence in the run up to the Olympics. We’ve built labs for Ad Agencies and developed our social listening capabilities every year in the past decade.

We’ve had the huge pleasure to work with Westco, the trading arm of Westminster City Council to lead cross-government digital and social media crisis response over the last year.

When considering your resilience plans, we wanted to share the key capabilities in digital and social media that will help your business or organisation plan for a crisis.

People

There are four key roles in Digital and Social Media Crisis response. Owing to the scale of the emergency response required, you may need duplicate teams for 24/7 coverage but these roles will stand you in good stead.

Team leaders

The person or people to set the digital and social media strategy, decide on the tool suite and set up, be the lead in internal and external stakeholder engagement.

Digital Media Relations

Experienced press officers who know and understand social media, responsible for drafting and clearing Press Messages into social posts and re-clearing.

Community Managers

Continuous content posting in line with audience needs, review of hashtags and comments on social properties.

Digital operations

Answering specific questions from social media and finding audience needs on the ground.

Process

Key Processes to design BEFORE an event occurs. Ensure in your resilience planning you have worked through the processes you need.

  • A process for 24/7 social media listening, insight and reporting as well as delivery of physical reports
  • A people strategy for acquiring 24/7 teams
  • Ensuring you have people equipped for the roles above
  • A plan for how you collaborate with other Digital and Social Media Stakeholders who may also be serving the same crisis
  • An effective Digital Engagement and Social Media Strategy
  • A process for information gathering, prioritising and selecting what you must respond to
  • A process for determining what proactive content you will share
  • A channel strategy and channel selection
  • A process for clearing, checking, logging and posting responses
  • A process for responding to posts
  • An exit and/or handover strategy post crisis

Technology

The four key groups of technology most commonly used in crisis response are below. There are a range of tools from free to expensive in each of the categories. Knowing what they are and how they can help and what their limitations are is key to an effective response service.

In your resilience planning ensure you know which you would use in advance, how to commission it and how to use it.

Social Listening

Have 24/7 social media listening, insight and reporting

Publishing Tools

The ability to host and/or build a light web presence to offer information and news as its happening

Newsletters tools and host previous copies for public or stakeholder viewing

Translation capabilities inhouse or outsourced

Digital and Social Media Workflow

Team task tools that enable all team members to collaborate online

Social Media Team Management Tools to post and schedule content

Team messaging apps to communicate privately at speed

The tools to collaborate on team documents

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