We are living an era where a presence on Social Media is the need of the hour. Be it a start up or an established business, a regular presence on Social Media is needed not just to grow but also to maintain and sustain its brand image. Social Media is proliferating so fast. Gone are the days when its use was restricted to just personal interactions. Now it has been recognised as an effective marketing, branding, online selling tool, just to name a few of its functions.Most importantly, it comes across as a tool which can either save or break a business during crisis. Social media puts a lot of pressure on businesses at the time of crisis. This is due to its capability to spread a feedback or experience to millions of people in a few seconds. Hence, it has become a trend that dis-satisfied customers have been using this tool to share their bad experiences with public much more frequently than the satisfied / happy customers. This increases the complexity for brand managers, marketing managers and PR managers. Hence, there is no business today which can isolate itself from its deep impact. Social Media not just adds to the transparency and authenticity of a business, but also had rapidly developed a new standard of interaction between the customers as well as customers and the businesses. The way information is shared and searched today has undergone a proliferic change to an extent that if you are not active on social media today, even your existence comes across as debatable to your customers. Understanding, this inevitable role that Social Media plays today has given rise to this research which focuses on how an organization at the time of crisis, maintain its reputation by exploiting social media to its benefit..

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