Social media has fundamentally changed the contract between institutions and their public. Today, people expect a conversation, not a one-way diatribe. That, combined with the speed of the Internet, changes the game for many companies in anticipating, managing and ultimately avoiding an “instant crisis.” What’s an “instant crisis”? Think back to when Verizon added a $2 charge for all their customers; one hour later 100,000 signatures appear on a Twitter petition, and soon Verizon was in the middle of a huge public relations crisis.
Crisis Management in the Age of Social Media by Louis Capozzi and Susan Rucci is available from Business Expert Press here: http://www.businessexpertpress.com/books/crisis-management-age-social-media