When things start to go wrong, smart companies start tweeting, said panelists at a BlogWorld Expo session on digital crisis management. The panel's experts argued that conventional PR tactics can be implemented faster and more effectively using social-media tools, helping to defuse crises before they get out of hand. "[W]hile social media has become the weapon of choice for angry masses to fuel the fire of negativity, it is also the very best asset for crisis management," SmartBrief's Rob Birgfeld writes.

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