One of the best uses of social media is to engage the public directly, with the latest information available, when there is a crisis. An organization should build their brand reputation and online network before something blows up, rather than showing up to engage only after some disaster occurs.

(People do notice Johnny-come-latelies on the social Web.)

The Visit Florida tourism organization - a pretty effective social media marketing machine even without the current Gulf oil spill situation - is harnessing the power of webcams, photos and live Twitter reports on a new website page.  It's called Florida Live.

Rather than, er, sticking their heads in the sand about tourists avoiding the coast for fear of oil spill and tar ball problems, they’re trying to gather eyewitness reports (particularly from beach areas) and make them easily searchable and accessible, so that people can see coastal destinations and make their own travel decisions.

Florida tourism also just released a new short video; the gist of it is that there are hundreds of miles of Florida coastline, and visitors should not assume that every inch of it is oil-covered.

Here is the direct link to the “Need to Know” video on YouTube if you can’t see the embed box below.