8. Be Prepared to Respond in Real Time
• Be prepared to respond to a social media crisis immediately. The social
media conversation takes place in real time, and even 24 hours may be too
long to address a viral chain of negative dialogue about your brand.
Responding immediately can stave off reputation damage that may take
months to repair.
• Consider running a social media crisis simulation to put your crisis response
strategy to the test.
Burson-Marsteller Evidence-Based Communications 44