Since I talk a lot about social media and crisis communication these days, I’m often asked for specific examples of how social media works in a major crisis. Here’s a great example, thanks to Kitty Allen at Harris County Hospital District I was pointed to how Scott and White hospital, the closest Level 1 trauma center to Killeen, TX and Fort Hood, used social media during this event.
I hope you read the article but those skimmers, here are a few key lessons learned:
– the hospital launched its Twitter account on September 11 (one of more than 300 hospitals now using Twitter). The fact that it was launched before they really needed it and had 225 followers before the shooting occurred was very helpful in making it useful during the event.
– the first thing Aaron Hughling, the hospital web guy behind this, did was to look at Twitter to see what people were saying. Smart. Listen–because you will find out the issues and how you need to fit in and participate. He found that blood donation was a big deal.
– he posted 43 tweets in three days–jumping his followers to 400. But I’m guessing some of those followers were pretty significant–media, gov offices, maybe White House, etc. It’s not necessarily the numbers–it’s who is following that is important.
– he used his tweets to drive people to additional info: He then sent three tweets within 30 minutes with a link to a statement from the hospital, a phone number for the media, and a note that the ER was closed to all but patients from Fort Hood. That is very smart. 140 characters lets you tell the minimum but tell where else to go. This guy was also managing several websites and two blogs–very busy guy but it shows if you have your act together one communicator with the right tools can do an awful lot.
– he used more than Twitter. Hughling had set up several social media outlets including YouTube, Facebook, etc. (the article provides details) and posting videos such as this one to YouTube helped carry the message.
Great job, Aaron and for those of you looking for case studies on the new crisis management, look at Scott and White.