Large enterprises need fast channels for communicating with their people, particular in emergency situations. Twitter's micro-format is about as fast as it gets. A mini-case study: Proctor & Gamble is a huge company, with 127,000 employees worldwide. The P&G media team recently used Twitter as a means of reaching out to staff in Norway after the recent shooting tragedy there, urging them to check in with its employee emergency assistance program. Twitter's brevity and accessibility offer a way to get messages to large numbers of employees fast, particularly in situations when other communications channels might be down or otherwise unrealistic.