The document outlines a 3 phase process for social media intelligence and crisis response: 1) Detection and escalation of potential threats or issues discussed online related to the company, brands, staff, or customers. 2) The social media intelligence team listens, monitors, filters and analyzes the online conversations to identify key people involved and make recommendations. 3) In a crisis, it is important to understand what is being said, who is saying it, where they are talking, how they are talking, and why to inform an appropriate crisis communication strategy.