Press Release

STAMFORD, Conn., February 28, 2012 View All Press Releases

Gartner Says 75 Percent of Organizations With BCM Programs Will Have Public Social Media Services in their Crisis Communications Strategies By 2015

         Social media can hold the key to transforming enterprise business continuity management (BCM), especially crisis/incident management and communications practices, according to Gartner, Inc. Analysts predict that, by 2015, 75 percent of organizations with BCM programs will have public social media services in their crisis communications strategies, and they advised BCM professionals to immediately begin assessing social media's opportunities — and risks.

"Enterprises simply cannot afford to ignore social media as a crisis communications tool," said Andrew Walls, research vice president at Gartner. "In many cases, social media may represent the only available means of locating and contacting personnel; providing stakeholders with the information and assistance they need; informing citizens, customers and partners of product/service availability; and taking other business-critical actions following a disruptive event."

However, Mr. Walls said that effective use of a new communications channel requires forward planning and practice. Attempting to leverage social media for the first time during a crisis can cause more harm than good. Instead, he said that organizations must develop comprehensive social media strategies and tactics for crisis/incident management and integrate social media with the enterprise's established BCM processes.

The use of social media for user input and knowledge sharing can create a conflict for organizations when the sites are being used during a crisis by the workforce and others that are involved or watching the event unfold.

"As the workforce develops personal, digital friendships that might take precedence over the official spokesperson of the organization, a conflict over who is the authority during an event can emerge, leading to unanticipated and negative results if official procedures are not followed," said Roberta Witty, research vice president at Gartner. "Such usage shouldn't turn into a battle for control, but organizations must protect their reputations and the effectiveness of their communications during stressful times. Therefore, putting forth a social media management strategy as part of a BCM program is essential to ensure that the organization's crisis communications effectiveness is protected, and that response and recovery plans and procedures are followed."

Social media is very different, technically and culturally, from the tightly controlled technologies and means of communication that enterprises are accustomed to using and supporting (such as corporate email systems). The use of social media for collection and distribution of information can create serious challenges for enterprises:

  • Maintaining an authoritative and credible information source
  • Enlisting active, effective participation of staff and the public that are active in social media
  • Collecting, filtering, analyzing and applying information gathered from social platforms

"Organizations developing social media strategies and tactics for crisis/incident management must take these factors into account by establishing effective authorization processes, content guidelines, and monitoring and message retention capabilities," Ms. Witty said. "The bottom line is that no enterprise's BCM efforts can afford to ignore the opportunities and risks presented by social media. BCM and crisis management specialists should begin working now to integrate social media tools and practices into their BCM efforts."

Additional information is available in the Gartner report "The Do's and Don'ts of Using Social Media in Business Continuity Management." The report is available on Gartner's website at

About Gartner

Gartner, Inc. (NYSE: IT), is the world's leading research and advisory company and a member of the S&P 500. We equip business leaders with indispensable insights, advice and tools to achieve their mission-critical priorities and build the successful organizations of tomorrow.

Our unmatched combination of expert-led, practitioner-sourced and data-driven research steers clients toward the right decisions on the issues that matter most. We're trusted as an objective resource and critical partner by more than 15,000 organizations in more than 100 countries—across all major functions, in every industry and enterprise size.

To learn more about how we help decision makers fuel the future of business, visit

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.