We check social media periodically out of hours: a couple of times on a weekday evening, 4-5 times a day on weekends and bank holidays. We run a 24-hour press office, so it fits in with the protocols for that. We operate an out-of-hours rota system, which means staff aren't always on call out-of-hours and they're not on call at all when they're taking annual leave. I appreciate that for small organisations that's not an option.
Mostly there's nothing urgent on social but anything that requires an immediate answer is dealt with promptly (i.e. a lady tweeted us one evening to say that she'd left her scarf here and I managed to get a message to a staff member who could help, he found the scarf and I messaged her to say how she could pick it).
In terms of crisis comms, we have a plan which incorporates a range of possible crises, covering how we plan to respond on social and to media enquiries. Obviously, with a crisis comms plan, you can't possibly plan for every possible iteration of every possible crisis, so we're aware that in a real crisis situation we'll have to rely on our experience and best practices a lot of the time.
Hope that helps.
Alison Bean
Digital Media Manager
Westminster Abbey
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