A dark website is a pre-developed site that is not set live until your corporation finds itself in the midst of a social media crisis. Pre-crisis, a dark website is equipped with the appropriate legal and other documentations that your corporation may feel will be needed, but not have the opportunity to acquire during an attack. In the event of a crisis, the dark site is set live and the appropriate information and details are added to it – such as communications to the public, as well as direct information and news concerning both the crisis and the brand.
Dark websites are a highly effective social media crisis management strategy used in different situations by major corporations who want to position themselves as the leading source of information throughout the crisis.
The following is a free white paper on dark websites and best practices for using them as a social media crisis management strategy.
Within this White Paper I explore:
- The benefits of having a dark website
- Best and worst practices of the dark website strategy
- Which corporations should most likely consider this strategy
- What others can do in its stead, when this particular strategy isn’t geared for their brand.