Social media has dramatically changed the playing field in terms of crisis communications - and any company that does not effectively use social media to take the pulse of its constituents on a constant basis, and know how to communicate with them in a crisis, is breaching its fiduciary responsibilities to its stakeholders.
People say strange things, the boy thought. Sometimes it's better to be with the sheep, who don't say anything. And better still to be alone with one's books. They tell their incredible stories at the time when you want to hear them. But when you're talking to people, they say some things that are so strange that you don't know how to continue the conversation.