The following excerpt is from Jill Schiefelbein’s book Dynamic Communication.

If your business experiences a crisis, here are some tips that can help you craft a response.

With the immediacy of social media and the ability of your consumers, employees and bystanders to upload and distribute information at the tap of a screen, you need to respond right away.

As soon as you know something’s wrong, be as proactive as possible.

Every channel your brand/business is on is a channel that customers and the public can use to reach you to judge and complain and applaud your actions or inactions.

Every tweet you’ve been mentioned in before, during, and after the crisis unfolds will be scrutinized, along with every snap that gets chatted and every gram that gets posted.

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