In fact, studies have shown that 70% of social media users only read the headlines of news article. If you don't believe us, take a closer look at the picture that accompanies this blog posting. How many of you noticed that the text after the headlines is gibberish? Not many we'll bet. :)
The point we are trying to make here is that headlines matter. That is why we have constantly emphasized the importance of getting it right the first time. In fact, we have even said that retractions don't work as the person that saw the erroneous headlines is unlikely to see the retraction.
So when managing a crisis (especially on social media), focus on headline messaging. To gain (or regain) the information initiative, proactively and continual post headlines that support your theme. Even if you have minimal or no content, pushing out a Facebook post with the correct headline will help.