The document summarizes a study on social media crises in 2011. The study found that over half of crises originated from Twitter, more than any other platform. Customer complaints, especially about negative experiences, were the leading cause of crises. Twitter is effective for spreading information quickly, and users often share messages without vetting them. The document recommends that businesses have a crisis response plan that focuses on engaging with influencers on Twitter and responding appropriately to both positive and negative feedback to resolve issues and prevent future crises. Maintaining a presence on Twitter requires ongoing effort.