Elaine Bussjaeger is a senior manager on the American Red Cross social media team. She oversees the content strategy for the organization’s 7 million social media followers, supporting the Red Cross’ mission-driven business goals. Her team focuses on campaigns, social customer care and content creation. She also chairs a cross functional working group on social business, made up of stakeholders from the organization’s marketing, fundraising, biomedical and training services teams.

Elaine previously worked for the Washington, D.C.-based public relations firm, Adfero, where she provided strategic counsel for clients like American Airlines, AT&T and Microsoft, covering social media, advertising and media relations tactics. She is a graduate of James Madison University with a degree in Public Relations and Media Arts & Design. She enjoys volunteering with the Junior League of Washington, watching reality tv and listening to a good true crime podcast.

Elaine Bussjaeger’s Session

12:30 p.m.–1:15 p.m. PT — Wednesday, August 18, 2021

Panel: Managing a Crisis Using Social Media

Within crisis communications, social media has become a valuable tool to be able to get out critical information quickly to the right people. This panel will walk through best practices to make sure your team is equipped with the right protocols to help you support your community in a crisis through coordinated, collaborative communications on your social channels.

Discussion topics include:

What your agency can do now to prepare for a crisis
What can be done with little resources and manpower to prepare and manage a crisis
When to resume normal messaging after a crisis
Deciding who will manage communications, where and when they will happen, and how they will be monitored
Understanding what your community expects from you during a critical incident or crisis
Examples of what not to do