social media marketing world crisis management
TRANSCRIPT
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 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