What are some of the pitfalls of social media?

Everbridge study finds 58% of organizations lack social media strategy during crises – See more at: http://www.everbridge.com/everbridge-study-finds-58-of-organizations-lack-social-media-strategy-during-crises/#sthash.PSNisNtj.dpufThe Everbridge study states:“The survey included key stakeholders such as employees, customers and the general public among 125 corporate, 115 government and 84 healthcare entities… The survey found that, despite planners acknowledging the value of incorporating social media, 58% of respondents had no plan, with lack of authorization being the biggest factor of this response. Additionally, the importance of mobile devices is increasing, while many deem landline phones as increasingly unreliable for emergency communications.”In your opinion, how important is social media to a crisis?How does your organization use social media?What are some of the pitfalls of social media? Provide some examples.