Although the time is never right for disaster to strike, discussing effective communication strategies for disaster scenarios couldn’t be more timely, especially in the wake of massive social media development. In Social Media in Disaster Response: How Experience Architects Can Build for Participation, Liza Potts’ (2014) research and analysis offered productive ways for rethinking how many of us, in academia and industry, might better approach communication across networks, particularly when crisis strikes and reliable information needs to be made available (and quickly).