Social media's effect on crisis communication is powerful. A growing number of crises not only start on social media, but its viral power fuels the communication crisis as well.This episode explains the difference between a social media fail and a social media crisis, and why the latter is so damaging to a brand or organization.  Learn the three categories of a crisis based on responsibility and how social media contributes to each level. Then, three easy steps for how to build a social media crisis plan that will not destroy your reputation. Mentioned in the episode: Episode 123: How to Spot the Guilty Culprit From This Type of Media Response: Tells from Ted Cruz to Andrew CuomoMembers of Gov. Cuomo's own party now calling for his resignation (my interview with CBS 6, WRBG in Albany, NY)Listen + Subscribe Stitcher or Apple Podcasts