Every organization will face issues that could become crises...and crises that could cripple you. Learn how to manage both so they don't escalate and ruin the organization.

1. March 23, 2015Design ©2015 Social Media Examiner, Content Copyright Presenter • Do not distribute
Crisis Management
for Social Media
Marketers
Presented 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