Social media is important for crisis communications for several reasons. It provides a rare opportunity to control the messaging during a crisis. It allows for rapid response which is crucial in a crisis situation. Social media also gives insights into audience reactions and may even provide early warnings about potential crises. When a crisis occurs, social media can be used to quell brewing discontent, mobilize potential supporters, and share follow-up information after intense media attention has subsided. It is important for organizations to have a social media crisis communications strategy in place before a crisis occurs.

1. Effectively Using Social Media in Your Business: Crisis Communications Chris Lukach Anne Klein Communications Group, LLC January 19, 2010