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Social Media Crisis Management and Planning - Sugarloaf
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Social Media Crisis Management and Planning - Sugarloaf

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Ethan Austin from Sugarloaf spoke with Social Media Breakfast Maine about how they have dealt with a crisis using social media and about developing a crisis plan for the future.

Ethan Austin from Sugarloaf spoke with Social Media Breakfast Maine about how they have dealt with a crisis using social media and about developing a crisis plan for the future.

Published in: Business, Technology

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  • 1. Crisis Communications & Planning Ethan Austin Communications Manager Sugarloaf Mountain
  • 2. Crisis Communications & PlanningWhat is a true crisis? Bad News • Victim • Something unusual Unfolds over time Prompts a deeper look by media or stakeholders Causes customers to question their confidence your business
  • 3. Crisis Communications & PlanningDecember 28, 2010
  • 4. Crisis Communications & PlanningStory Break: National before local 11:10 am
  • 5. Crisis Communications & PlanningSocial Media: Key Tool in Response• Primary Channels: Facebook and TwitterMade it known early on that Facebook would be the go-tospot for official information.
  • 6. Crisis Communications & Planning Social Media is your friend in a crisis * * If you use it correctly
  • 7. Crisis Communications & Planning What we did• Every Press Release Posted to Facebook and Twitter • Information directly to primary stakeholders • First statement posted at 11:30am • Posted total of five statements on Day 1 • Three press releases • Two statements exclusive to FB
  • 8. Crisis Communications & Planning What we did• Closed wall for brief period• Re-opened that afternoon, with explanation • Set ground rules
  • 9. Crisis Communications & Planning
  • 10. Crisis Communications & Planning What we did• We listened • Monitor, monitor, monitor • People watching feeds constantly• Allowed disagreements to happen
  • 11. Crisis Communications & PlanningWhy It Worked • Timely Information • HonestyResulted In: • Reinforced Trust
  • 12. Crisis Communications & Planning Trust Is EarnedMake your social media audience your greatest ally in a crisis
  • 13. Crisis Communications & PlanningWhy does it matter?“Organizations generally held in public favor before acrisis will be allowed more latitude regarding their crisismanagement efforts; those generally disfavored beforethe crisis will be judged with closer scrutiny. Existingpublic attitudes toward an organization or its industry willtend to bias the media’s perceptions.” - Crisis in organizations: Managing and communicating in the heat of chaos
  • 14. Crisis Communications & PlanningSteps We Have Taken Since • Developed a thorough ECP • Identified key personnel and assigned tasks • Continue work to earn trust
  • 15. Crisis Communications & Planning Thank You.

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