Over the last year, several major brands have learned hard lessons about crisis communications in the age of social media.

Take Domino’s as an example. In April, an online video surfaced showing two rogue employees preparing food in rather disgusting ways. Thanks to the reach, ease and speed of social media, the video permeated the Web – grabbing 1 million views on YouTube in just a few days – and Domino’s had a full-blown crisis on its hands.

There’s also United Airlines. After singer-songwriter Dave Carroll’s $3,500 guitar was allegedly broken by United Airlines baggage handlers, he took to the Web when his calls and emails to the company failed to yield compensation for the damage. His video, “United Breaks Guitars,” has garnered more than 5 million views on YouTube since July, leaving some to speculate that this snafu may have caused United to lose significant amounts of money and its reputation.

In this world of rather pervasive social media, it is crucial for every company to be prepared to face a crisis caused or perpetuated by the tools of the Web. Moreover, a brand should be ready at a moment’s notice to also use social media to disseminate its position on serious claims launched at it.

So, what can a company do?

First, every brand should have an interactive presence. Whether it’s a Twitter account, a Facebook page or an email database, companies should be regularly engaging their consumers. Besides the fact that these tools can build business, they provide an immediate avenue to dispel rumors, communicate with the public and respond to negative claims.

Second, companies should monitor what is being said about them on a regular basis – both online and offline. Just as many brands monitor and respond to information in traditional media, so too should they be prepared to handle issues that happen online.

Third, companies should have a process in place determine which comments constitute a threat. It is reasonable to think that nearly every brand has some amount of negativity or mistruth about it on the Internet, so companies need to carefully determine when they will respond. The point is not to refute every claim (there’s some truth to the oft-used Shakespeare quote about protesting too much). The validity, the reach and the potential business impact of each comment should be considered in determining if and how to respond.

Finally, if your reputation is being threatened, respond quickly and truthfully. Treat online claims the same way you would treat a damaging news piece. And, use social media to your benefit in getting your side of the story out. Disclose your affiliations in any comments and let the truth be your best defense. Sometimes just acknowledging that you’ve heard your constituents’ concerns and that you are working to fix the situation, is enough to dull the furor for the time being.

Really, the most important takeaway from all of this is to be prepared. Every company should have a crisis communications plan and policy, and social media and the Internet should play an important part of it.

- Laura Crovo, SVP, Public Relations Director

*Image courtesy of Blueroof.wordpress.com