From the latest issue of the Levick Strategic Communications e-newsletter:

While social media sites are as diverse as the millions of people that use them, they are all, for the most part, interrelated. This is precisely what makes the digital space ‘viral.’ Today, a single reputation-damaging blog post, Facebook update, tweet, or YouTube video can reach around the world in a matter of minutes. If you’re not actively watching and listening for mentions of your company, its brands, and your own leadership, you lose critical intelligence that can be utilized to stem a crisis before it happens.

Amen, brother. Pass the plate.