Social media when managing a crisis is crucial to a brand. It’s a form of two-way communication between brand and consumer, just as if the conversation happen in public. Consumers have high expectations, brands are expected to listen, respond, and be timely/responsive, informative, adaptable, sincere, and honest. Because every move of the brand will be scrutinized under microscope, brands need to be much more cautious, sincere and honest or more than likely it will go viral. Once it does, the internet never forgets.