In this social media age, 'going viral' is something all content creators strive for; yet, it can come at a price, especially when it's for the wrong reasons. This session will cover an incident that Eastern Municipal Water District (EMWD) faced in the last year that showed how crisis communications is not a 'one size fits all' and how having a strong communications team is truly the backbone of an organization. Learning how to navigate the fallout of a controversial social media moment is one thing, but attendees will also get to learn about the tactics and lessons that come with riding the viral wave.