The advent of social media changed the field of crisis management dramatically, empowering stakeholders and making organisations more accountable for their actions. By creating a platform for two-way symmetrical communication between an organisation and its stakeholders, social media facilitated a rise in organisational crises, allowing for stakeholders anywhere in the world - providing they have an internet connection - to communicate publicly with organisations. The publishing unfavourable behaviour on social media, combined with the immense speed that information can be shared online, created a need for social media strategy to be included within the crisis management planning process. Stakeholders expect organisations to respond quickly and effectively to crises that transpire online.