It’s no secret that New York City is a major hub for meetings and events, and it takes a lot to shut the city down. But, sometimes Mother Nature does get in the way and event coordinators must make a tough call. Will the show go on or will it be called off?

As snow pummeled down on the Big Apple yesterday, Hallmark Channel was scheduled to make a presentation for the Upfronts, in which executives and stars would announce new and returning series and movies.

The network thought on their feet and came up with an alternate plan by holding their press conference on Facebook Live. Actresses Candace Cameron Bure and Danica McKellar, along with two execs, bundled up and headed out to Central Park for their impromptu live broadcast using the winter wonderland as their backdrop. As of press time, the video has 101,000 views! They also Tweeted a link to the Facebook video to encourage more people to watch.

“When life gives you Nor’easters—make a NoelEaster!” tweeted Hallmark President and CEO Bill Abbott.

Social media can also be used to reach masses of people when you need to cancel or postpone an event at the last minute. Justin Timberlake was set to perform last night at Madison Square Garden and announced the show’s postponement in a video on Twitter. He had to disappoint fans, but promised to reschedule for a future date. As of press time, the video has been watched 259,000 times.

“So sorry to announce that the show tonight at the Garden has been postponed due to the weather,” the singer said. “Man, I’m bummed, but everybody who has tickets tonight, hold on to your tickets. We will definitely get back to you with a date where we can make it up, so they will still be valid.”

Meeting professionals have a multitude of social media platforms to choose from to get their messaging out in a hurry. How do you choose which one is best for you? Experts suggest using the outlet where you have the most followers and most engagement, so you are likely to have the highest number of people tuning in and receiving your urgent message. There is nothing stopping you from spreading the word on multiple platforms. Use Facebook, Twitter, Instagram and LinkedIn if you feel that will reach more of your audience. Note: Facebook Live keeps your live video on your wall for people to watch later if they missed the live broadcast. However, live videos on Instagram disappear after 24 hours unless you add them to highlights.