DistrictSocialMediaCrisisManagementPlan

Crisis management is simply common sense at the speed of light.

(Porterfield & Carnes, 2012, p. 114)

TableofContents
PurposeofusingSocialMediainourCrisisManagementPlan
GoalsandObjectivesofourCrisisManagementPlan
SocialMediaToolsBeingUtilized
ChainofCommunicationandCommunicationRoles
TheNuclearCodesSuitcase
Policy
Whowilldelivermessages:schools,districtorboth?
Whowillberesponsibletoclearorremovecontentpostedonsites?
Whowillbeallowedtocontributenoncrisisinformation?
Informationfeedbackmechanisms
Linktocommentspolicy
Plans
SampleCommunicationChainofEvents:(ExecutionofPlan)
EstablishingtheDistrictSocialMediaNetwork:
SourceCitations

PurposeofusingSocialMediainourCrisisManagementPlan

Thisplanisinconjunctionwithourtraditionaldistrictcommunicationmethodsincluding
ourdistrictalertphonesystem,districtemail,andpressnotification
Theadditionofsocialmediatoourplanwill1
Addredundancytocurrentdistrictcommunications
Providedirectandtimelydisseminationofinformationtoparentsandcommunity
Allowustoreachawidercommunityinamoretimelymannerbecauseit
eliminatesthetraditionalpressfilter

GoalsandObjectivesofourCrisisManagementPlan
2
Providepromptnotificationofemergencyschooldismissal
Poststatusinfoandupdatesduringanemergency
Disseminatesafetyinfo,newsandhealthalerts
Maintaincommunications
Postreunificationandrecoveryinfo

SocialMediaToolsBeingUtilized
Facebook
Twitter
Remind
DistrictandSchoolWebsites

(U.S.DepartmentofEducationOfficeofSafeandHealthyStudentsCenterforSchoolPreparednessTeam,2012,p9)
workinglistofobjectivesobtainedfrom(U.S.DepartmentofEducationOfficeofSafeandHealthyStudentsCenterforSchool
PreparednessTeam,2012,p6)
1
2

ChainofCommunicationandCommunicationRoles
Name

Position

Building

Email

CellNumber

Afterhours
contact#?

Twitter

Facebook

Superintendent

Directorof
Communications

Directorof
Technology

Principals

BuildingSpecific
Staff(multiplerows)

InternetProvider
EmergencyContact

TheNuclearCodesSuitcase
TheSuperintendentalongwithkeycabinetpersonnelincludingtheDirectorsofCommunicationsand
Technologywillhaveaccesstothefollowing,updatedregularlybytheDirectorofCommunications:
SocialMedia
Platform

Building/purpose

AccountName/
handle

username/login

password

Twitter

Districtaccount

Facebook

DistrictPage

Superintendents
Gmail

accessibleonlyby
Supt.andDir.of
Communication

Superintendents
Twitter

accessibleonlyby
Supt.andDir.of
Communication

GoogleSites

DistrictWebpage

Multiplatformsocial
mediaapp
(Hootsuite,
Everypost,etc)

https://goo.gl/KT6r1X
(Possibleresources)

Facebook
(multiplerows)

BuildingFacebook
pages

GoogleSites
(multiplerows)

BuildingWebpages

Remind101
(multiplerows)

BuildingRemind
classesforstaff

Remind101
(multiplerows)

BuildingRemind
classesforfamilies

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Policy3

Whowilldelivermessages:schools,districtorboth?
Rolesmustbeclearlydefinedsothereisntoverlapormiscommunication.
See
SampleCommunicationChainofEvents:
(ExecutionofPlan)

ForFacebook,TwitterandRemind
Forcommunityordistrictwidecrisis,allmessagescomefromSuperintendentaccount
(CommunicationDir.hasaccesstopostasthisaccount)
Canberetweeted/sharedbyDistrict,Principal,Teacher,andParentaccounts.
SchoolsecretarieswillthensendoutRemindmessagestoallfamilies.
Forweatherrelatedcrisis,allmessagescomefromSuperintendentaccount
(CommunicationDir.mayhaveaccesstopostasthisaccount)
Canberetweeted/sharedbyDistrict,Principal,TeacherandParentaccounts.
Buildingspecificmessageswiththepurposeofrapiddisseminationorrequestfor
input(stormhitsaspecificbuildingorevent,flooding)canbeinitiatedbybuilding
principalTwitter/buildingFacebookaccounts
SchoolsecretarieswillthensendoutRemindmessagestoallfamiliesunderthe
directionofthebuildingPrincipal.
Forbuildingspecificcrisisorannouncements,allmessagescomefromthebuilding
principalsaccount(CommunicationDir.mayhaveaccesstopostasthisaccount)and
then
Canberetweeted/sharedbydistrict,superintendent,teacher,parentaccounts.
SchoolsecretarieswillthensendoutRemindmessagestoallfamilies.
Forbuildingspecificcrisis(intruder,fire,structuraldamage)whenstaffneedstobe
alertedimmediately,buildingprincipalswillutilizeRemind101tosendpertinent
information.
Policychange:allstaffareencouragedtocarrypersonaldeviceatalltimesso
thatintheeventofacrisis,communicationmaybemaintained.
NoteRemind101allowsforstafftoenrollviacellphonenumberoremail.The
districtencouragesallstafftoenrollforbothtoensuremessagesarereceived.
FromRemind101sSupportPage:Thereisnotalimitonthenumberof
participantsperclass.Classsizesover800maybedelayedseveralminutes
pushingannouncementsoutduetosize.

Fordistrictandbuildingwebsites
TheCommunicationDirectororTechnologyDirectorwillberesponsibleforupdating
concreteinformation(weatherclosings,crisisevents)displayedprominentlyandina
consistentlocationonthedistrictsmainwebpage.
Buildingwebpageswillhaveadedicatednewsreaderapponthemainpage
dedicatedtoreceivingcrisisupdatespostedonthedistrictmainwebpage.
Forbuildingspecificevents,thebuildingPrincipal(orstaffdesignatedbythePrincipal)
willupdatetheirwebsite.

Policyquestionpromptstakenfrom(U.S.DepartmentofEducationOfficeofSafeandHealthyStudentsCenterforSchool
PreparednessTeam,2012,p.1318)
3

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Formostbuildingsthisisthebuildingmediaspecialist.Forbuildingswherethere
isnomediaspecialist,theprincipalisresponsibleforupdatingtheirown
webpage.
TheCommunicationDirectororTechnologyDirectorwillmonitorbuildingpages
andupdateintheeventthatthebuildingPrincipalordesignatedstaffareunable
todoso.
Thecommunicationchainofcommandcontactinformationforeachbuildingwill
besharedwiththeDistrictSuperintendentsofficeandtheDirectorof
Communications.TheDirectorofCommunicationwillmaintaintheChainof
CommunicationandCommunicationRolescontactlistandforwardtheupdated
listtotheSuperintendent.

Whowillberesponsibletoclearorremovecontentpostedonsites?
Socialmediasites(Facebook,Twitter)
TheCommunicationDirectorshouldmonitordistrictpostsandonlyposttocleara
miscommunicationortodeleteinappropriatecomments
Ifstaffmembersnoticeanerrorinapostorpostsfromthepublicthatare
misleading,inappropriate,orviolentdistrictcommentpolicies,contactthe
CommunicationDirectorimmediatelytoremedythesituation.
Thebuildingauthorizedsocialmediapersonmonitorsbuildingpostsandonlypoststo
clearmiscommunicationordeleteinappropriatecomments.
Ifstaffmembersnoticeanerrorinapostorpostsfromthepublicthatare
misleadingorinappropriate,contactthesocialmediaspecialistimmediatelyto
remedythesituation.
Annualtrainingwillbeprovidedforauthorizedpersonsforconsistencyacrossthedistrict
onhowtousesocialmediatools,toreviewcommentpoliciesandthestrategies/
proceduresforcorrectingmisinformationordeletingposts.

Websites
TheCommunicationDirector(andstaffunderthedirectionofthecommunication
director)willbeauthorizedtocleardatedcontentthathasbeenpostedtothedistrict
webpage.
Thebuildingauthorizedwebcontentpersonwillberesponsibletocleardatedcontentto
buildingpages.
Annualtrainingwillbeprovidedforauthorizedpersonsforconsistencyacrossthe
districtonhowtousethewebsiteeditingtools,andtimelineforwhatconstitutes
datedmaterial,howlongupdatesshouldremainposted.

InformationFeedbackMechanisms
Purpose:informdistrictandschoolsaboutunknownproblems,pointoutholesintheinformation
beingprovidedtothepublic,providesituationalawarenessinformationduringaneventorcrisis

TheCommunicationDirector(andstaffunderthedirectionoftheCommunication
Director)determineshowtolistentothecommentsandinformationbeingpostedon
districtsocialmediaandinthecommunity.

CommunicationsDirectorfunnelsallrelevantinformationbacktoschooladministrators.

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CommunicationsDirectorandDistrictTechnologyDirectorconducttrainingstoprovide
administratorswithtechniquesforconductingtheirownlisteningaudits.

Whowillbeallowedtocontributenoncrisisinformation?
Noncrisisinformationshouldalsobepostedonthesocialmediatoolsinaneffortto
establishDistrictaccountswithinthelocalcommunity.
Staffshouldberesponsibleforpostingimportantinformationregardingtheirclassrooms
andteamstotheirclassroom/athleticsocialmediaaccounts.Thatinformationcanthen
beretweetedbyDistrict,SuperintendentandPrincipalaccounts.
StaffcancontacttheirPrincipal,Superintendent,orCommunicationDirectoriftheywant
theirannouncementstocomefromDistrict,Principal,orSuperintendentaccounts.
TheCommunicationDirectorshouldpostallnoncrisisinformationrelatedtodistrict
eventsorstorieshighlightingeventswithinschoolstothe
districtaccounts
.
TheSuperintendentwillhighlighteventsandstoriesrelatedtoschoolsandthedistrict.
Principalsshouldhighlighteventsgoingonwithintheirschools.Forexample:
Teacherremindersaboutimportantschoolevents(sciencefair,movienight,etc.)
Coachesaskingforsupportfromstudents,parentsandthecommunityatan
importantbasketballgame
Studentgroupspromotingtheirschoolsponsoredactivitiesorevents
Parentsremindingothersabouttheparentmeetingoraskingforvolunteerhelp.
.
Linktocommentspolicy
Sample
FacebookCommentsPolicy
Sample
TwitterCommentsPolicy

Plans
Thestepstotakeonsocialmediawhenthereisacrisis:
Weatherrelated
1. AssesstheSituation
a. TheSuperintendentandPrincipalareresponsibleforassessingthesituation.
2. CommunicateandReachAudience
a. IftheSuperintendentdecidestocloseschoolforweatherrelatedreasons,heor
sheneedstocommunicatethisdecisionwiththeprincipals,Communicationand
TechnologyDirectors.
b. Notifystaff,familyandstudents.
TheSuperintendentfollowstraditionalcommunicationprotocol,contactingmedia
andactivatingthedistrictphonealertsystemandpoststohis/herTwitter
account.
c. TheCommunicationDirectororTechnologyDirectorpoststheinformationon
districtTwitter,Facebookandschoolanddistrictwebpages,andsendsouta
messageonRemindtostaffandparents.PrincipalscanRT/Sharepostson
theirindividualschoolpages.
3. MonitorandUpdate
a. TheSuperintendentcontinuestomonitorandrepeatsthestepsifschoolis
closedforasecondday.
4. PostCrisisResponse
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a. TheSuperintendentinformsstaff,parentsandstudentswhenschoolwillreopen
viaTwitter.TheCommunicationDirectororTechnologyDirectorneedsto
RT/shareinformationondistrictTwitter,Facebookandclearsthe
weatherrelatedclosingonschoolanddistrictwebpages.

Crisis(buildingfire,evacuation,violence)
1. Assessthesituation
a. ThePrincipalateachschoolwillneedtoassessthesituationifthereisafire
crisis,tornadocrisis,evacuationcrisisorviolencecrisisatschool.Communicate
andReachAudience
b. ThePrincipalwillhavetocommunicatewiththeCommunicationDirector,building
staffandparentsifthereisacrisis.Ifthereisafireortornadocrisis,thePrincipal
andCommunicationDirectorwillhavetocommunicateonTwitter,Facebookand
theschoolanddistrictwebpages.ThePrincipalandCommunicationDirectorwill
havetosendaRemindtoparentsifthereisafireortornadocrisis.Ifthereisa
lockdowncrisis,thePrincipalneedstosendaRemindtexttostaffincasestaff
areoutsidethebuilding.ThePrincipalandCommunicationDirectorwillhaveto
notifyparentsbyTwitter,Facebook,schoolanddistrictwebsitesandRemind.
2. MonitorandUpdate
a. ThePrincipalandCommunicationDirectorwillneedtomonitorthesituationand
updateparents.TherewillneedtobeupdatesonTwitter,Facebook,schooland
districtwebpagesandRemindtextmessages.
3. PostCrisisResponse
a. ThePrincipalneedstoinformstaff,parentsandstudentswhenthecrisisisover.
TheCommunicationDirectororTechnologyDirectorneedstoaddthe
informationonTwitter,Facebookandtheschoolanddistrictwebpages.The
CommunicationDirectororTechnologyDirectorneedstoalsosendouta
messageonRemindtostaffandparentsthatschoolissafeandthecrisishas
beentakencareof.

MedicalEmergencies
1. Assessthesituation
a. ThePrincipalwillneedtoremovestudentsandstafffromanareaincaseof
medicalemergencies.ThePrincipalorotherstaffmemberwillhavetonotify
medicalstaff,ifnecessary.
2. CommunicationandReachAudience
a. ThePrincipalwillsendoutamessageonRemindtostaffinformingthemofthe
situationandprovidingspecificstoensuresafety.
b. ThePrincipalwillinformSupt.andDir.ofCommunications.
c. ThePrincipaloraDistrictcabinetlevelofficialwillthencontacttheparentsofthe
studentsinvolved.
d. ThePrincipalwillthenpostonTwitter,"Ourofficialstatementontoday'sincident
[orotherappropriatedescriptivenoun]willbeissuedshortlybySupt._______.
Findus
@
[districtname]"
e. Issuethisstatementonallotherchannels(FB,Remind,websites),"Ourofficial
statementontoday's[appropriatenoun]willbeissuedshortly.WewilluseTwitter
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asourprimaryinformationchannelandwillupdatethedistrictwebsiteand
Facebookasneeded.Findus
@
[districtname]."
3. MonitorandUpdate
a. ThePrincipalwillstayinformedandupdatenecessarystaffandparents.
TheprincipalwillsendnecessaryupdatesprimarilythroughTwitter.
Facebook,schoolanddistrictwebpagesandsendRemindnotificationswillbe
updatedassoonasisreasonablypossible.
4. PostCrisisResponse
a. Ifnecessary,thePrincipalwillpostonTwitter,Facebook,schoolanddistrict
webpages.Thismayincludethankstothosethathelpedoutwiththesituation
(EMTs,police,firedepartment,etc)orrespectstothoseinvolvedinthesituation.
Thispostshouldbemadewithdiscretion.Thepostshouldinformparentsand
studentsthatthesituationhasbeenratified.Principalwillcontinuetopost,
sensitivethatrecoveryoftentakesweeks,notdays.

SampleCommunicationChainofEvents:(ExecutionofPlan)
Adaptedfrom(Bechtel,2014).

1. RefertotheDistrict
ChainofCommunicationandCommunicationRoles
2. TOPPRIORITY:duringacrisisensureallprescheduledpostsacrossallchannels,
organicandpaid,arecancelledimmediately.Staffresponsibleforsocialmediaaccounts
intheirbuildingshouldbetrainedonhowtodeactivateprescheduledorganicposts.
3. ImmediatelypostonTwitter,"Ourofficialstatementontoday'sincident[orother
appropriatedescriptivenoun]willbeissuedshortly."
4. Issuethisstatementonotherchannels,"Ourofficialstatementontoday's[appropriate
noun]willbeissuedshortly.WewilluseTwitterasourprimaryinformationchanneland
willupdatethedistrictwebsiteasneeded.Findus
@
[districtname]."
5. SuperintendentmakesregularupdatepostsonTwitter.Onyourothersocialchannels/
buildingsremain100%silentuntilthecrisisisundercontrol.CommunicationDirector
canretweet/repostmessagesasappropriateonadditionalchannels.
a. Schoolinitiatestraditionalcommunicationchannels:Alertdistrictmessagingsystem.
b. Whenenoughinitialinformationisverifiedandgathered,schoolsendsoutdistrict
emailwithofficialstatement,includingsocialmediacontactsencouragingpeople
tofollowtherefornewsasitunfolds.
c. Whenenoughinitialinformationisverifiedandgathered,schoolissuespress
releasetolocalmedia,includingsocialmediacontactsencouragingpeopleto
followtherefornewsasitunfolds.
6. SuperintendentshouldcontinueupdatingTwitterregularlywithofficialinformation,along
withCommunicationDirectorusingSuperintendentaccountandretweetingonthe
districtaccounts.Ideally,linktostatementsaspostedonthedistrictwebsite.
7. LettheCommunicationDirectordeterminewhichquestionsareansweredviaTwitterand
Facebook,soSuperintendentcanfocusoncommunicatinginformationoutuntilthe
immediatecrisisisover(illustratedintheCommunicationChainofCommand).

EstablishingtheDistrictSocialMediaNetwork:
Districtwillteachandcommunicatewithstaffduringpreschoolyearinservicedays:
Thesocialmediatoolsandaccountsutilizedbythedistrict
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Districtsocialmediacrisisplan
Districtsocialmediapolicy
tools,accounts,crisisplanandsocialmediapolicywillalsobe
communicatedinthedistrictfacultyhandbookandpostedonlineinthe
passwordprotectedteacherreferencesectionofthedistrictwebpage.
Talkingpointstohelpparentsconnecttoschoolsocialmedia,downloadapps,
andfollowcrisiscommunication.
TeachersandstaffwillbeencouragedtofollowdistrictTwitterandFacebook
pages,andamplifymessageswiththeirownaccounts.
Ongoingtrainingwillbeprovidedtostaffonindividualsocialmediaplatforms
Teachersshoulddiscusswithfamiliesatpreconferencesandopenhouses:
Socialmediatoolsthatwillbeutilizedbyteachersandtheschooltosendout
importantinformation.
Parentscandownloadtheappsandcreateaccountsrightaway.
TeacherscanconnectparentswiththeRemindtextingappandmakesurethat
parentsarereceivingupdates.
Teacherscanshowparentswheretolookincasethereisacrisis(socialmedia
forrapidcommunication,districtwebpage).
Teacherscanprovidetrainingandinformationtoparentstohelpthem
navigatethesocialmediasites
Commentpolicyonsocialmediaplatforms
Promotion:communityaccesstodistrictsocialmediaaccountswillbeposted
onpostersinbuildings
ononepageinfographichandoutsatopenhouses
consistentlyplacedondistrictandbuildingwebsites
ineachbuildingsstudenthandbook
inregulardistrictcommunications(newsletters,emailstoparents)
inasinglebacktoschoolSkylertmessageencouragingparentstovisit
thedistrictwebsitetosotheycanfollowdistrictsocialmediaaccounts.
monthlynewslettersthatgetsenthomewithstudents
Outreachtolocalnewsmediaandareaorganizations
Purpose:disseminateinformation,openchannelsofcommunication,buildlistening
posts,establishrapportandtrustwithkeycommunitystakeholdersduringtimesofcalm,
sothatthosenetworksandrelationshipsareestablishedandreadyintimesofcrisis.

Superintendent,CabinetPositionsandBuildingPrincipalswilleachcreateand
maintainaprofessionalTwitteraccount.
Focusonbuildingnetworkutilizingbestpracticesocialmediastrategies
(following,tagging,retweeting)
Focusonposting23messagesaweeksothatstakeholderslookto
theseaccountsforinformationandareofferedopportunitiesto
communicateandparticipateinconversationswiththedistrict,aswellas
driveviewerstothedistrict/schoolwebpagesasthemainhubsfor
information.
Focusonpracticinglisteningposttotapintocommunityconversations
andidentifystakeholderswhomayhelpamplifydistrictmessagesintimes
ofcrisis.
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Superintendent,DistrictandBuildingswilleach
createandmaintainFacebook
pages.
Focusondrivingviewerstothedistrictandfacebookpages,andfrom
theretothedistrict/schoolwebpagesasthemainhubsforinformation.
Focuson23postsaweek
Focusonpracticinglisteningposttotapintocommunityconversations
andidentifystakeholderswhomayhelpamplifydistrictmessagesintimes
ofcrisis.

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SourceCitations

Bechtel,M.(2014).Template:SocialMediaCrisisPlan.LinkedInProfilePost.Retrieved24
Feb.,2016from
https://www.linkedin.com/pulse/201411091416345364647templatesocialmediacrisisplan?trk=profpost

Porterfield,K.,&Carnes,M.(2012).Whysocialmediamatters.Bloomington,Ind.:Solution
TreePress.

U.S.DepartmentofEducationOfficeofSafeandHealthyStudentsCenterforSchool
PreparednessTeam.(2012).SocialMediainSchoolEmergencyManagement:Using
NewMediaTechnologytoImproveEmergencyManagementCommunications.
ReadinessandEmergencyManagementforSchools(REMS)TechnicalAssistance(TA)
Center.Retrieved24Feb.,2016from
https://rems.ed.gov/docs/Training_SocialMediaInEM.pdf

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