Getting a brand started in social media is a lot like your first swimming lesson as a kid. You’re excited, but also apprehensive and probably a little scared about what lurks in the depths. But, don’t worry. We’ll help you dip your toes in the water with some simple social media tips.

Some tweets that link to blog posts show snappy images or video in my Twitter feed–and they’re really attention-grabbing. Why is…

Your crazy uncle’s political rants. Your local greasy spoon’s deep-fried lunch specials. Your neighbor’s endless stream of grumpy cat memes. You don’t want to see them. (Or, you really, really do.)

And that’s the conundrum Facebook’s Story Bumping and Last Actor updates attempts to solve—how to show you more of what you want and less of what you don’t.

The power of social media is absolutely undeniable. (Don’t believe me? Just ask the senior editor of Rolling Stone or Juror B37.) So, you’d be wise to prepare for the worst. And that means developing a well-defined social media crisis plan.

Because an act of incompetence or a jerk move at a critical time could sink you.

Social media can be a fickle friend. Follow community engagement best practices and you’ll be rewarded with a loyal (rabid, even) community. But, boy—pull a boneheaded move and they’ll turn on you. And it won’t be pretty. (Just ask Applebee’s.)