Faced with the multiplication of crises of various kinds that are increasingly diligent in today's competitive environment with extraordinary dimensions, the role of crisis communication and the communication strategies implemented on social media by organizations becomes even more crucial. In particular, the recently passed pandemic of Covid-19 has highlighted how previous models, which have emerged in the literature, require a profound rethinking, considering the increasingly active role of the public, not only a receiver of information but also an active player in conveying their emotions and generating word of mouth online. Aspects that require organizations to have new skills such as monitoring conversations, listening, and empathy towards the public to implement effective crisis communication strategies suitable for creating sentiment and positive emotions in the public.