The recent California wildfires have been a stark reminder of how quickly a crisis can strike a community. Across Southern California, these devastating fires have cost an estimated $250 billion in damages and economic loss, affecting more than 1,000 schools in the Los Angeles area.
Countless homes have been destroyed, displacing families and disrupting the lives of students and educators. Schools, often the heart of a community, are now faced with the monumental task of rebuilding and healing, both physically and emotionally.
During times of crisis, schools need to provide timely and accurate information, offer support to those affected, and create a sense of unity and resilience. And while traditional mass communication channels like email, text, and phone calls are still important, social media can be a powerful addition to your school's communication toolkit when a crisis occurs.
Knowing the principles of effective crisis communication is essential, but seeing them in action can be even more powerful. Many schools have used their social medial to support their communities during challenging times, allowing them to
- Reach a wide audience quickly
- Provide ongoing support and encouragement
- Mobilize action and community involvement
- Maintain a consistent presence
Let's take a look at some inspiring examples of schools that are putting these social media crisis communications best practices to work and provide a roadmap for how your school can do the same.
Social Media Inspiration: Supporting Your School Community During a Crisis
Provide Essential Information
When a crisis hits, accurate information is crucial. Your families need to know if their children are safe, what's happening at school, and what steps they should take. Clear, timely updates reduce confusion and empower families to make informed decisions when emotions are running high.
Social media can be one of the fastest ways to reach a broad audience with critical updates about emergencies, recovery efforts, and what to expect going forward. Platforms like Facebook, Instagram, and X are often the first places people turn to for breaking news, so that's where your school needs to be.
Plus, you can easily link to more detailed information on your website, like the one Le Lycée Français de Los Angeles provided, keeping your social media posts brief while still offering more resources through a communications hub or resources page.
- Share updates on school closures, event changes, and resources for families.
- Create a central hub on your school’s website for announcements and resources with detailed information. Then, use that page to link from your social media posts.
Burbank Unified School District
In times of need, clear communication is essential to mobilize community support. Burbank Unified School District addresses this need with their donation drive graphic and a list of needed items, drop-off locations, and contact information.
Los Angeles County Office of Education
This post from the Los Angeles County Office of Education focuses on the importance of safety during wildfires, including nine graphics that provide practical guidance for staying safe before, during, and after wildfires.
Offer Emotional Support
Crises can be emotionally challenging, especially for children. Your school can be a source of comfort and stability during a difficult time. Showing empathy and offering resources for mental health and wellness helps your community cope with stress and anxiety.
At its core, social media is about connection; it's a place to share stories, offer encouragement, and build your school’s community. By posting messages of support, sharing resources, and highlighting inspiring stories of resilience, you create a sense of togetherness and remind people they're not alone.
- Show empathy: Share messages of support and let people know about counseling services.
- Share stories of resilience: Highlight how your community is coping and finding strength.
- Offer practical tips: Provide resources for managing stress and anxiety.
Santa Monica-Malibu USD
Dr. Antonio Shelton, Superintendent of the Santa Monica-Malibu Unified School District, addressed the community in a video statement shared across the district's social media accounts. This direct and empathetic message, delivered by a trusted leader, provides valuable information to those affected by the fires and brings a sense of comfort and support during a challenging time.
Le Lycee Francais de Los Angeles
Le Lycée Français de Los Angeles kept their social post short yet meaningful, offering its gratitude to first responders, community members, and others who are doing their part to help families.
Westside Waldorf
Unfortunately, Westside Waldorf’s campus suffered significant fire damage. Their video post showcases the devastating aftermath but also highlights the unwavering support of their community as they rebuild, reminding everyone that their true strength lies in their community, not in the structure of a building.
Keep Reading: 8 Steps to Develop a Strong School Crisis Communications Plan
Inspire Action and Community
Crises often bring out the best in people. As Mr. Rogers famously said, “Look for the helpers.” Your school can use social media to rally support and encourage your community to get involved in recovery or relief efforts to help those affected.
Social media can also be a powerful tool for organizing and inspiring action. You can use it to spread the word about donation drives, volunteer opportunities, and fundraising efforts. Sharing stories of people helping others often creates a ripple effect, “goes viral,” and encourages others to get involved.
- Encourage helping others: Organize donation drives, share volunteer opportunities, and promote fundraising efforts.
- Celebrate good deeds: Highlight acts of kindness by students, staff, and families.
- Promote community events: Share information about gatherings that bring back a sense of normalcy.
St. Pius X - St. Matthias Academy
St. Pius X - St. Matthias Academy shared heartwarming photos of their community members rallying together for wildfire relief and supporting those in need.
Eliot Arts Magnet
The Altadena Teen Girls Fire Recovery Instagram page, founded by an Eliot Arts Magnet School student, has garnered over 30,000 followers in its mission to support teenage victims of the Eaton Fire, picking up well-earned media coverage by TIME.
Pasadena Unified School District
By sharing helpful information about its Grab & Go meal sites, The Pasadena Unified School District ensured that meals were easily accessible to those who needed them most.
Flint Ridge Prep
This inspiring Reel from Flint Ridge Prep showcases their FLINT leadership group in action and students' genuine compassion and dedication to help others as they gather essential supplies for Eaton Fire victims.
Maintain a Consistent Presence
During uncertain times, consistency is reassuring. Regular updates from your school, even if they're just brief messages of support, let your community know that you're present and engaged. You can post updates throughout the day, keeping your community informed and connected, reinforcing that your community is still strong, even in the face of adversity.
- Post regularly: Keep your community informed and reassured with frequent updates.
- Show stability: Share examples of how your community is still strong and supporting one another.
LA Unified School District
It's heartwarming to see LA Unified School District celebrate their support staff! They chose to highlight their HVAC specialists who were inspecting air filters to make sure the air quality in their schools was optimal before students return.
Keep Reading: 5 Steps to Using Social Media for Crisis Communications
What to Avoid Posting on Your School’s Social Media During a Crisis
While social media can be an invaluable tool during a crisis, it's important to use it responsibly and avoid posting content that could cause even more problems. Here's a closer look at what NOT to do during a crisis:
- Sharing graphic images or videos. This can be upsetting, especially for younger children or older adults.
- Posting unverified information. Stick to official sources and your school leaders’ guidance to avoid spreading rumors or misinformation.
- Using an overly promotional tone. A crisis is not the time to try to "sell" your school.
- Speculation and rumors. Stick to sharing verified information from reliable sources. Avoid spreading rumors or speculation—that can create more anxiety and confusion.
- Political commentary. A crisis is not the time to engage in political debates or express controversial opinions. Keep your social media posts focused on supporting your families and providing helpful information.
- Ignoring the situation. Don't pretend that everything is normal. Acknowledge the impact of the crisis on your community and express your support.
Key Takeaway
Crises, like the recent California wildfires, test the strength and resilience of a community. But they also reveal its heart. Your words and actions can make a real difference in helping people cope, and your school and social media can play a vital role in helping communities rebuild. By using social media thoughtfully and strategically, you can provide essential information, offer emotional support, and provide a sense of stability during uncertain times.
ABOUT THE AUTHOR
As the Social Media and Content Specialist, Hailey oversees Finalsite's social media accounts and helps grow its online community. Following her time at the University of Kansas, where she took up rowing, Hailey is a fitness enthusiast who enjoys playing soccer and running.