The magnitude and power of Web 2.0 was made abundantly clear by the video postings of Domino's former employee's. Crisis management was once the realm of large organizations with multiple exposure points. Today crisis management is a skill set that is required by every individual and every organization irrespective of size.
In a matter of seconds, acts intentional or not can become the next internet sensation and destroy years of honest effort. You no longer have a choice about whether to participate or not. Social media occurs with or without you. The only option is to be continually engaged and respond immediately to any threat.
