150 the rise of self-service and social media--and other seismic shifts out their years or decades of customer know-how with these simple principles. This will go a long way toward creating the perfect combi- nation. principle 1: avoid the fiasco formula: a digital stitch in time saves nine (million) Can you spell F-I-A-S-C-O? The formula is: Small Error Slow Response Time Colossal PR Disaster That is, the magnitude of a social media uproar increases disproportion- ately with the length of your response time. Be aware that a negative event in the online world can gather social steam with such speed that your delay itself can become more of a problem than the initial incident. A day's lag in responding can be too much.