With the ability to go international in just one hour and damage a brand’s reputation forever, a full-blown social media crisis is many a PR or communication professional’s worst nightmare. Social listening provides insights that could save your brand from lasting damage, and with its real time characteristics, Twitter data can be particularly valuable.

Here are some of our top tips for using media monitoring effectively to prevent and manage social media crises.

It has not been a good month for Jeremy Hunt. The UK Health Secretary had NHS medical staff in uproar after making insensitive comments about their work ethic. In a speech about NHS reforms aiming to provide better seven-day care for patients, Hunt caused an outcry with his remarks about there being a “Monday to Friday culture” in some parts of the NHS.

Amazon launched the first Amazon Prime Day last week, a global shopping event that promised deals to rival Black Friday. Things didn’t go quite as planned however, as Amazon received harsh criticism on Twitter from customers who were far from impressed with some of the deals available.

Last week was Shark Week, Discovery Channel’s massively popular week of shark-themed programming. Originally created to raise awareness about the species and their conservation, Shark Week has received a lot of bad press over the years for excessive scare-mongering, fake documentaries, and scientific inaccuracy.

This year, Discovery Channel created a huge social buzz by vowing to tone down the sensationalism and offer a more educational Shark Week.

Donald Trump may be very wealthy, but he certainly isn’t popular. So when the real estate mogul announced his intention to run for the 2016 American presidential elections, he was never going to have an easy time of it. The Republican candidate sent Twitter into a frenzy after making racist remarks about Mexican immigrants at his presidential announcement.