Interpersonal skills still apply to social media. We should work to listen to understand, not simply to respond. “Effective dialogue seems mainly to be about taking actions in social media that demonstrate that the organization is listening to the affected or critical citizens and consumers during crisis situations even if ‘genuine dialogue is not easily achieved during a social media crisis” (Eriksson, 2018, p. 531).
Reference: Eriksson, M (2018). Lessons for Crisis Communication on Social Media: A Systematic Review of What Research Tells the Practice. International Journal of Strategic Communication. 12:5, p. 526-551. DOI: https://doi.org/10.1080/1553118X.2018.1510405