NEW YORK: Weber Shandwick launched a social media crisis communications prep tool called FireBell.
The application, built by Weber's software developers and social media strategists, simulates crisis PR situations on social media platforms like Facebook or Twitter and blogs.
A team creates plausible, but fictional and functional, social media crisis scenarios, such as an anti-Facebook page or contrary blogs. With this, the application allows PR teams to practice responding to such situations with a real-time dialogue in a secure, off-the-Internet environment.
Weber built the tool to help clients respond to a communications crisis in the 24/7social media cycle. FireBell is a Weber propriety application.