An analysis of situational factors and crisis evolution during the #Ammegate crisis at IC Companys

1. #Ammegate
Situational analysis and crisis evolution

2. Public crisis
IC Companys was not aware they had a crisis -
Until it exploded on social media

3. Organisational misdeed
Crisis caused by human error of judgement
Preventable
High level of organisational responsibility

4. Key stakeholders
CUSTOMERS
Maternity groups/advocacy groups
The (social) media
Investors
Competitors

5. No control
The public controls the flow of information
Organisation is overwhelmed
3 different responses from 3 different parts of the
organisation

6. Special situation
Occurs when a breastfeeding mother is thrown
out of a IC Companys store -
and out in the rain

7. Incident
The mother posts a description of the incident on
Facebook
The public responds rapidly and condemns IC
Companys

8. Crisis
The post is shared and commented on
Public response turns it into more than just bad
customer service – but a discussion of the rights
of new mothers everywhere

9. Escalation
Store manager responds in a derogatory way
Another response posted by the organisation
leads to confusion – who speaks for IC
Companys?

10. Resolution
Care response by CEO
Assuming responsibility
Extending olive branch