Social Media Crisis Management and Planning - Sugarloaf

Crisis Communications & Planning

Ethan Austin

Communications Manager

Sugarloaf Mountain


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


December 28, 2010


11:10 am

Story Break: National before local


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.


• Every Press Release Posted to Facebook and Twitter

• Information directly to primary stakeholders

What we did

• First statement posted at 11:30am

• Posted total of five statements on Day 1

• Three press releases

• Two statements exclusive to FB


• Re-opened that afternoon, with explanation

What we did

• Set ground rules

• Closed wall for brief period


• We listened

What we did

• Monitor, monitor, monitor

• People watching feeds constantly

• Allowed disagreements to happen


Why It Worked

• Timely Information

• Honesty

• Reinforced Trust

Resulted In:


Trust Is Earned

Make your social media audience your greatest ally in a crisis


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


Steps We Have Taken Since

• Developed a thorough ECP

• Identified key personnel and assigned tasks

• Continue work to earn trust


Thank You.

Social Media Crisis Management and Planning - Sugarloaf

Business

Transcript of Social Media Crisis Management and Planning - Sugarloaf