In an era where crises unfold in real time, brands must navigate social media with speed, strategy, and sensitivity. This conversation will explore how companies engage with crises—when to respond, how to gauge sentiment across platforms, and the risks of performative action. From controversial initiatives to natural disasters like the California wildfires, we’ll examine how brands process data at the speed of social, leverage open forums, and balance authenticity with action. Join us for a deep dive into best practices for crisis response in an always-on digital landscape.