I've always advocated the need for social media to be in house in Singapore.
Not only social media is important, corporate wide training is essential.
Here in Singapore, pressure groups have employed social media to protest against Resorts World Sentosa's dolphin issues. Most recently, we witnessed how Wildlife Reserves Singapore was flamed on social media as a result of its sudden cancellation of the Halloween Horrors event.
Crisis often comes with internal staff training as well, KFC Malaysia had staff shown a video on them playing with food, and it attracted a lot of attention and negative publicity.
Social Media training is very important as it prepares the whole corporation to engage with the public in a transparent and natural way. Empowering the staff, most staff will not take the opportunity to destroy the company's reputation. With trained staff, enlightened empowerment can indeed allow the business to react to queries faster, and attend to feedback before a disaster occurs.
Monitoring social media does not need to be a one department job.
-- Robin Low
More info: Read.