This document discusses social media crisis management. It covers components of social listening like monitoring, determining objectives, and developing response strategies. Causes and types of social media crises are mentioned for owned, earned, and paid channels. Metrics for escalating crises are outlined for response timeframes. Best practices for multi-channel response include removing offensive content, being truthful, educating employees, and not escalating arguments. Golden rules emphasize planning for all scenarios, constant monitoring, building networks in advance, and being transparent, quick and active on social media.