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We live in an age of information, and we鈥檙e able to obtain it through many different channels. During disasters, many people turn to social media, and there is an orthodoxy in the field of crisis communications that organizations should speak in a consistent voice across different accounts and platforms. But Changseung Yoo is challenging that notion. In an article in The Conversation, the Assistant Professor at the Bensadoun School of Retail Management shared research that showed that during the 2016 Fort McMurray wildfires in Alberta, diversifying targeted audiences across different social media accounts actually yielded better engagement on Twitter in the recovery phase of the disaster.