Major corporations and government are faced with the reality that frontline crisis communication is now being seriously influenced by social media. The use of Twitter, Facebook and blogs is a paramount tool in taking the high ground.
Treading the proven path of communicating with key stakeholders through the usual internal and external media continues to be a priority but it is essential to listen to and talk the language of crisis conversation on the web.
Don't wait to deal with social media until a crisis occurs. Get your social media strategy together before the worst case scenario so as to gain maximum social media optimisation. Be sure you have the language of conversation right too - social media needs to be delivered with open dialogue and the process linked to the most effective internet search engines. Social media requires careful monitoring so that the key issues related to the crisis are being identified and dealt with as they occur.
Remember - news editors, producers and journalists are watching the web to read conversations in every crisis. Social media has to be part of your response strategy.