Crisis situations, which are a threat to brands to sustain their existences and activities, have acquired a different dimension, as a new media technology has arisen in the 21st century. Even though brands try to prevent social media posts against them, they can fail due to the rapid access and interaction advantages that the internet provides individuals. In this study, the Watsons crisis, which took place in 2016, will be considered not from the viewpoint of brands but, the individuals' organizations via social media in the context of social responsibility against the brands are discussed. Twenty of the 200 messages written under the hashtag of #WatsonsBoykot on Twitter, a microblog, was taken as a sample and analyzed through content analysis, Twitter.