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Crisis management is an entirely different practice in the social media arena. Thanks to social media’s viral nature, how your ﬁrm handles a bad situation can make or break its future. You now must respond to PR crises quickly, with authenticity and aplomb. Gone are the days when you can easily bury a story or get by with a simple “no comment” response. You must listen to the conversations happening in social media as they happen, train your staff to lead with the company’s values when the going gets rough, and you must have a plan for what to do when the news hits the fan. Our list of ten Social Media Comeback contenders are companies and brands that successfully dealt with tough crises – self-made and otherwise –using social media tools and a social media mindset.