Crisis Management in the Age of Real-Time Social Media

A single tweet or viral video can shift public opinion in hours. The brands that come out ahead are the ones that see the shift early and respond with clarity and speed.

Real-time monitoring with custom alerts means you’re notified when mention volume or negative sentiment crosses a threshold. You can then drill into the actual conversations and sources instead of guessing.

Use sentiment over time to see whether your response is working. If negativity is still rising after your statement, you may need to adjust messaging or channels. Data beats gut feeling in a crisis.