Crisis management and social media are closely intertwined. Crises can be either predictable, stemming from management decisions, or unpredictable such as natural disasters. With social media, traditional crisis management practices of cover ups are no longer effective, as transparency is key to maintaining reputation. Organizations must communicate honestly and take responsibility for issues, as social media spreads information quickly and indefinitely. Examples are given of organizations that suffered reputational damage from ineffective crisis responses spread on social media.