"If the crisis does hit, being prepared will be the difference between handling it successfully and losing control. We often hear brands say: “but getting involved on social media is fraught with difficulties. Something will go wrong, and we can't control our corporate message in an open community.”
But your customers are talking about you regardless of whether or not you're proactively using social media to talk to them. And if truth be told, they were always talking about you in social spaces – it's just that those social spaces used to be the pub, or the playground, or in their homes.
Now, social media is added into that mix: and you can choose to listen and respond; or ignore them. "