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Twitter’s role in a crisis

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Brands & Campaigns

SmartPulse — our weekly reader poll in Smartbrief on Social Media — tracks feedback from leading marketers about social media practices and issues. Paul Chaney, Internet marketing director for Bizzuka and member of the SmartBrief on Social Media Advisory Board, helps create the questions and analyzes the results. We run the poll question each Wednesday in our e-newsletter. This week’s post is from Senior Editor Mary Ellen Slayter; Paul Chaney’s analysis returns next week.

Last week’s SmartPulse question: Has the use of Twitter in reporting news of the Iranian election and uprising changed your attitude toward its importance as a tool for crisis communications?

  • It has improved my perception of Twitter as a critical tool for crisis communications, 46%
  • I’ve always thought of Twitter as a useful tool for crisis communications, 24%
  • I don’t view Twitter as a valid tool for crisis communications, 14%
  • My opinion has remained unchanged, 12%
  • I have no opinion one way or another, 4%
  • It has lowered my opinion, 0%

“Twitter is rapidly outgrowing its reputation as primarily a source of inane drivel, but a few holdouts remain even among social media fans. What do you see as the biggest limitations on Twitter for serious conversation and crisis communications? Are they fixable? ” –Mary Ellen Slayter