The New Face of Crisis Communications

Twitter isn't just for amusing your friends, followers, or providing updates on your brand. Now it is a valid part of crisis communications. 

Today's tragic shooting in Ottawa made it clear that Twitter's purpose is shifting, moving beyond the purpose of entertainment and social connection to one of public welfare. Ottawa Police took to it to provide consistent updates regarding the situation. 

Police forces worldwide have been turning to social media in recent years, both informing and engaging with citizens. These real-time notifications eliminate the gap of silence that traditionally occurs between a crisis and the "official statement" or a spokesperson, reducing uncertainty and fear while bolstering public belief that the authorities are controlling the situation.

Not only did the Ottawa Police keep citizens updated, but they continued tweeting throughout the day, informing people of safety perimeters, retweeting City of Ottawa information about rerouted traffic, and soliciting eyewitness photos and/or details. They even understood the ramifications of the event, offering retweets from Ottawa Public Health and other outlets to help anyone affected by the shooting. 

In a world of constant connection, we know of a crisis as it happens. Now, perhaps, we can take a more active role in helping the authorities serve justice and find some answers.