Friends with Benefits

Can Social Media Make Your Crisis Worse?

The answer to this question depends on who you ask. Social media naysayers will insist that using social media puts you in harm's way. After all, you can find plenty of examples of social media marketing tactics going off the rails. Plus, the Web can hasten and fuel a crisis by spreading it faster and wider than any regional newspaper or radio program can. Here's the kicker: Even if you choose not to get your hands dirty writing a blog, using social networking sites, or building relationships with new influencers, the Web will still impact your crisis.

The Internet Insta-Crisis

News travels fast, especially bad news and especially online. That means when you're managing a crisis, you've got less time to react ...