Tippi Hedren under attack in 'The Birds'

This sounds intense: Weber Shandwick has introduced FireBell, which simulates in real-time what it’s like to be “under attack” in social media. The application was designed by Weber and mimics a social media crisis in Facebook, on YouTube, and in other platforms.

A drill team comes up with a scenario and creates offline versions of the client’s social media pages as well as critical blogs, Facebook “anti-fan” pages, and other outside social media sites. During the drill, the crisis unfolds and the client experiences the communications that would occur in a real crisis.

“How a company responds to a crisis in today’s social environment is vastly different than even the recent past; a formal statement to the press no longer suffices. It’s about a living dialogue with a company’s constituents,” Weber’s SVP of digital communications David Krejci said in the statement announcing the new service.