This document discusses using social media for crisis communication and events in the tourism sector. It provides examples of how the British Embassy in Spain uses social media platforms like Facebook, Twitter, and their website to engage customers, build advocacy networks, and coordinate crisis responses across multiple communication channels in a consistent manner. An example process is outlined for coordinating social media responses to a crisis on Twitter between the FCO in London and local consulates. The key recommendations are to engage audiences over the long-term, build networks proactively, and use different channels appropriately based on the message and target audience.