How to Use Social Media for Crisis Management in a Crisis

Agreed. Social media has caused all manner of crisis. There was the winery who turned a HR hiring exercise into a social media contest that turned into a brand defaming crisis. Then there was the GreenPeace Shell thing on Twitter and there was also ... oh, I'm not going to list them all off here. We know what they are.

What we don't hear about is how to use social media to quell those events that call for immediate crisis management: