Social media, particularly YouTube, is changing the dynamics of communication and subsequently, crisis management. The time frame in which you have to respond to crises has changed drastically as have the channels in which you respond. Companies used to have hours or even a full day to respond to crises. Now, you have minutes. This session is designed to create awareness of this new environment, and to develop strategies and tactics that contain and control negative developments in a world of viral communications and 24/7 news coverage.