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.

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.