How to handle a major social media crisis

It was a tweet heard around the world. Last month, a minor squabble erupted on Twitter between two fast food chains, Burger King and Wendy’s. It started as a harmless exchange about value meals. Burger King dropped a challenge to match their low price. When another user asked Wendy’s for its response, the company – which has 851,000 followers – tweeted a major ding: “Edible food.” Ouch. One ding between two major companies is enough to make your stoc