If you are a leader and your organization is struck by a communication crisis what do you do? Often you did not expect it and you have not prepared for it.As the executive leader responsible for Marketing and Communications, when a communications crisis hits, it becomes my crisis. In today’s world one could substitute communication crisis with simply social media crisis (which can blow up into a full media communication crisis). The best way to handle a social media crisis is to know when it is coming, which means social media monitoring. If you are not monitoring social you really are blind to the mood of the market place. Get some tools (socialmention.com is free) and start listening. Beyond not being completely surprised by a when crisis hits, I follow some simple rules: the first one is to remember that every situation is an opportunity to create a positive brand impression as opposed to just damage control.