The point of this is that it is too late to start using social media tools like blogs and Twitter in the middle of a PR crisis. You must already be familiar with the tools, the social media customs, and have established yourself as honest and transparent.
You must be willing to admit when you’ve made a mistake, learned a new lesson, and be willing to stand up for yourself when someone is wrongly accusing you of something that is simply not true – as was the case with Mommy Blogger “Nic”. Over time, you establish a reputation and (hopefully) credibility.
Neil Bonner works in the information technology field as a manager for applications development at the Transportation Security Administration. His focus is on innovation and collaboration for internal and external audiences. 
neil [at] michelangelo.com
