March 23, 2015Design ©2015 Social Media Examiner, Content Copyright Presenter • Do not distribute

Crisis Management for Social Media

MarketersPresented by Gini Dietrich

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Bones Gini

Gini Dietrich armentdietrich.com spinsucks.com @ginidietrich

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“I am so sorry for my actions. I don’t know what I was thinking. My employees look to me to provide a safe workplace environment. I failed them and I failed my fans. What I did was wrong. I know

there are others out there who are ignorant about racism so I am

going to devote my time and resources to educate on what it means to

be racist and change it for the better, once and for all.”

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Crisis Lost major sponsors, including cookbook publisher and The Food Network Lost $12.5MM in endorsements Came across as whiny and as the victim Was headline news for 20 months…until February of this year

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Issue Maintain sponsors Maintain $12.5MM in annual revenue Maintain reputation Blip in newscycle GREAT PR when she’s out talking about racism

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Issue vs.

Crisis

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Issue Not harmful to reputation Doesn’t affect the bottom line Need response within the first hour Can escalate into a crisis, if not handled immediately

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Crisis Long-term repercussions on reputation Loss of money…generally lots of it Must respond within 60 minutes

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Examples

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Issues

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Issues

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Issues

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Crises

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Crises

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Crises

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End the crisis quickly Limit the damage Restore the reputation

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But How…?

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Gini Dietrich armentdietrich.com

spinsucks.com @ginidietrich