The attached schematic illustrates how an Incident Commander could establish a Social Media Section to collect early unfolding data from an incident for use in their response operations.  Overtime this would naturally evolve into branch tactical planning support and feed information to the PIO or JIC if established.

It is critical for an Incident Commander to establish and staff the Social Media Section as quickly as possible as good Intel will quickly become harder to filter as re-posts and other internet traffic dilutes the information pool.