Is humor appropriate? Social media lend themselves to informality.  

But crises do not. Humor is rarely appropriate, even if this is the peacetime personality of the organization online.

 How is your corporate website supporting traffic to your social media platforms? In a crisis, an organization’s website is one of the most obvious sources of information for journalists, stakeholders and customers.  

Irrespective of whether the incident or issue merits the activation of a dark site, it is critical that your website both echoes the messaging, positioning and content, and acts as an effective conduit of traffic to and from them.