During a crisis, a social media manager acts quickly by monitoring and gathering accurate information. He/she provides updates and reassurance to customer concerns, He/she develops a crisis communication plan collaborating with the internal team, in order to ensure consistent messaging on social media platforms. The social media manager actively listens to the audience, he/she feels empathic and engaged with their feedbacks. Maintaining a calm and professional tone, is essential to be able to solve the crisis at best.