#5 Get prepared for “war” New media can be your friend. Attacking is the best defense : Begin by defining all sensitive subjects that concern your company. Identifying and listening to weak signals on the social web can help you to determine whether you need to change company policies or develop corporate communications for a particular subject before a crisis occurs. Use the Social Web : There are two sides to the social web : threats and opportunities. When used properly (and ethically), the social web can provide advantages. A YouTube video can be much more effective than a formal press release. People may be surprised to see a corporate executive on YouTube, but that can become a story in itself (Eurostar, Domino’s Pizza, Chevrolet…).