What, given the circumstances of the crisis, will your online audiences expect to see from you (online and offline) and how will they expect you to behave?

What social media platforms will enable you to target your key stakeholders most directly and effectively?

How is the story likely to develop online? For example, what sites will stakeholders use for immediate information about the issue/ incident? Who might pick up the story and where might they take it?

At what point (if at all) will it be appropriate for the organization’s leaders and employees to be deployed? Will the now ubiquitous ‘YouTube apology’ be appropriate? If so, from whom and when?