Social media is quickly becoming the "go to" tool for communication professionals and public information officers. SM platforms allow for quick and easy-to-update information streams to multiple audiences. This session explores the use of social media in emergency/crisis situations as well as a communications and brand-building tool. Please note: We're splitting this session into two parts. The first half of the panel concentrated on social media as PR, marketing and information tools and the second half is devoted to social media efforts specifically in response to the Sept. 2013 Colorado flood response in Jefferson County.