Clearly name the People in Charge to tackle the critical situation. Working in team is the most essential to every enterprise; same as managing Social Media under crisis has no exception. It is not any particular person’s responsibility but the appointed team’s supportive co-operations.
The entire team must be set up from the first gate of Admin who is in charge of that Social Media. In many cases, when crisis occurs the officers at these first gates might have no authority to answer right away but forward the matter to other related sections, like PR, legal, product and so on. The company must set up such task force by clearly name the person in each section to be contacted and coordinated whenever problem would occur