"It's kind of cliché, and it seems sort of corny, but there is always an opportunity with every problem," says the optimistic Braswell, who draws inspiration from brands that recognize, and focus on, the opportunities hidden within crises. "It's an opportunity to show what the brand is really made of and what you really care about."

To turn social-media lemons into lemonade, however, brands first need to participate. Even if it means making a mistake now and again, which Zimmerman believes is inevitable. "We are going to make mistakes; there are no ifs ands or buts about it," she insists. "Not to be overly dramatic, but it really is a new frontier."

That's why her parting advice is for brands not to use this new frontier to berate the social-media missteps of other brands. Because, sooner or later, everyone stumbles.

Sean Egan is a freelance writer.