As has become apparent in the 13 years of the 21st century, social media is here to stay and, more importantly, it has an impact on corporate reputation. Social media is not only one of the key channels for use in corporate communications, its relevance in crisis management situations should not be overlooked. Despite that, Zeno Group has found that more than one-third of American CEOs do not consider the reputation their company has on social media when making decisions. However, B2C CEOs consider social media more than their B2B counterparts.