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Winning the social media battle is a no longer a luxury for effective company leaders; it is a must. Unfortunately, this arena is often the most overlooked.

For this assignment, imagine you are the director of communications at Acme Enterprises. You get a call at 3 a.m. from The New York Timesasking for a statement clarifying a tweet that was sent from your boss a few hours ago. The tweet—directed at your main competitor, Sockets-R-Us—calls out that company’s leadership team for its “shoddy business practices” and says the CEO “cannot wait to show his sockets” to his personal assistant.

Describe how you “get in front of this” before it becomes an issue for your CEO and to your company.