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.
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Social Media Crisis Management and Planning - Sugarloaf
- 1. Crisis Communications & Planning Ethan Austin Communications Manager Sugarloaf Mountain
- 2. Crisis Communications & Planning What 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 & Planning December 28, 2010
- 4. Crisis Communications & Planning Story Break: National before local 11:10 am
- 5. Crisis Communications & Planning Social Media: Key Tool in Response • Primary Channels: Facebook and Twitter Made it known early on that Facebook would be the go-to spot 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 & Planning Why It Worked • Timely Information • Honesty Resulted In: • Reinforced Trust
- 12. Crisis Communications & Planning Trust Is Earned Make your social media audience your greatest ally in a crisis
- 13. Crisis Communications & Planning Why does it matter? “Organizations generally held in public favor before a crisis will be allowed more latitude regarding their crisis management efforts; those generally disfavored before the crisis will be judged with closer scrutiny. Existing public attitudes toward an organization or its industry will tend to bias the media’s perceptions.” - Crisis in organizations: Managing and communicating in the heat of chaos
- 14. Crisis Communications & Planning Steps 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.