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@Chris - well written synthesis, thank you. We do need institutions to be prepared and responsible.

@Omar - even force of nature can be somewhat anticipated -- you do know when building in a flood area, or you should find out if you are, or work in a particularly active earthquake zone. Organizations should be concerned with what their customers' customers would do as well. Part of the business ecosystem and what is likely to engage with social media.

@Jeff - thank you for adding to the conversation, very useful. I'd say that the last two, "do you know what you're doing" and "can we trust you" are more about demonstrating with actions than communicating with words.

@Gavin - the framework may help organizations not freeze when it comes to social. There is still a gap in understanding that 48 hours is not fast online, lots happens in a few mere hours in social networks.

Great stuff, as usual, Valeria.

Creating an organisational response framework for social media should be part of any business' crisis planning. And this is a great way to explain it to others ;)

Valeria, a valuable post. I'd like to add to the conversation with the four key questions your communications MUST answer in a crisis:
1. What happened?
2. Are we safe?
3. Do you know what you're doing?
4. Can we trust you?
Your ability to answer these Qs in your communications whether in mainstream or social media will tell you exactly how you're doing. If you look at the BP crisis, not so well.... Regards,
Jeff

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