Social media plays a significant role not only in the leisure time of internet users but also in corporate communication, where the internet and social networking are fundamentally involved. Nowadays, in the age of the self-aware internet user, a dialogue between citizens and companies takes place that needs to be nurtured. This nurturing becomes particularly important for companies in crisis situations. This book addresses the question of which factors in crisis communication can contribute to success in the social web. It critically examines proven success factors and presents new and modern approaches to crisis communication. The author analyzes the behavioral rules that companies must follow when interacting with internet users and how the balance of power has fundamentally shifted since the emergence of social networks.