The Chronicle of Philanthropy recently published an article about how nonprofits can handle a social media crisis using as an example the organization cyclist Lance Armstrong founded, LIVESTRONG. Cody Switzer’s article titled “How Social Media Helped Livestrong Weather a Tough Time” has great information from the organization’s social media manager Brooke McMillan on how to handle a public relations crisis online.
One of her most interesting points is that if you’ve worked hard to build an online community around your organization, your fans will help you fight the battle.
By focusing your efforts on:
• Educating your public,
• Recruiting advocates for your cause and brand, and
• Offering good, solid advice,
you will create the trust you’ll be thankful your organization has if something negative happens. The video is lengthy but worth a watch.