Summary: Purpose. Today, social media has emerged as a powerful tool for businesses and brands to manage crises. All the reasons why social media is so effective in crisis communications and crisis management is that it is fast, direct and interactive. But the same qualities that make it great can also cause major problems. Therefore, extreme caution should be exercised when managing a crisis situation on social media. The most important thing is to be able to use social media correctly and understand the responsibility of every information that we will publish here. The main purpose of this article is to investigate the methods of correct use of social media, to reveal the basic factors and intricacies of the work by conducting analyzes based on comparative and real practical examples. Methodology. From natural disasters to product recalls, social media can provide real-time updates, gather feedback, and respond to concerns quickly and effectively. Most brands and businesses are already on social media in some form. It is no coincidence that 72% of organizations also use social media to communicate or collect information during a catastrophic event. In this regard, the correct use of social media and the establishment of strategies in this field are considered to be one of the most important requirements of the modern era. What is important is to properly analyze the social media crises that occur at different times and build sound strategies in public relations work. Examples for this are Dominos, Tesla, etc. It is possible to take as a basis the crisis concepts developed by a large number of well-known companies. The result. One of the first steps during a crisis that can damage the image of any company or brand is to properly understand the role and impact of social media during and after the crisis. Only then can we determine the right strategy and take steps. In this way, using social media, we can not only stop the crisis, but also turn it into an opportunity.
Keywords: social media, media, crisis, public relations.