Today, more than ever, people turn to the web to find information about others. It's quite likely that someone you know has Googled you. Do you know what they found? And, does it matter?
If you see someone is falling in love with you and you do not feel the same way, be honest and firm. Tell them exactly how you feel. Never play with anyone's feelings and never pretend to like someone. Remember those avatars represent real human beings who can get hurt.
Thinking about and detailing a crisis management plan in advance is of course ideal; getting at least prepared with the basics is a necessity.
Communication is a fundamental function of human existence. And it does not require corporate sponsorship. That primordial need to listen, and in turn to be heard, will always drive social media.