This chapter explores the spread of social media over time and their role as tools and channels for crisis communication. Digital channels have revolutionised the landscape of crisis communication, making it significantly more complex and challenging to manage than in the past. Thanks to social media, crisis communication has become more dialogic and interactive, allowing organisations to update and engage their audiences promptly. At the same time, the public has taken an active role in the debate, contributing user-generated content (UGC) and amplifying online word of mouth. This evolution has influenced theories in the literature, which now increasingly consider the new digital channels and the active role of the audience, comparing them with traditional media dynamics.