Due in no small part to the power of social media, both individuals and organizations are increasingly held to account for their actions by the public in today’s world. Now that the average Canadian has a smartphone in their pocket, they also have platform with which to share their grievances with the world — which can be bad news when it comes to companies’ public relations. In an age when an incident can quickly become a viral sensation, organizations are finally waking up to the reality that a reputational crisis is always just a tweet away.