Explore the integration of social media into incident response programs in this 18-minute conference talk from BSidesLV 2015. Delve into the marketplace dynamics, the concept of a superhero team, and the role of social media in incident management. Learn about the importance of focus and flexibility in handling mass distractions. Discover various social media tools such as Crowd Map, Trends Map, Topsy, Snap Trends, Sweetdeck, and Netvibes, with real-world examples including the Boston Marathon incident. Address potential security concerns and strategies for managing noise in social media channels during incident response.