Perception is everything.
The effort you put into social media is important and it’s important to know that this itself will not create a crisis, however, if something negative does happen, social media will be the first place customers vent their disappointment.
A good social listening program can help you spot an emerging on social media right away before this has the potential to turn into a crisis.
Monitoring your brand mentions can give you a warning of a surge of social activity. But if you really want to keep an eye out for a potential social media crisis, you should be monitoring social sentiment.
Knowing what is being said, where and by who with a plan in place of how to handle such a situation should it arise, is critical to any business or brand in the modern world.