Social Media Crisis Management Workshop and Certification

It is not a matter of whether your organisation or brand will have a social media crisis, it is just a matter of when and how much it will cost your brand, especially if you are not ready.  

Crises can occur at any time in your business and can occur whether you have a social media presence or not. With social media, these crises are swift, amplified and often hard to manage as everything occurs in real time.  

Would you be ready? 

Why Do This Workshop?  

A 2004 study showed that the average corporate crisis costs $10m, 25% cost over $100m and just over a quarter of companies won't survive. 

That was in 2004. 

A recent study by AON showed that the costs of reputation crises has doubled since 2000. 

Recent examples like the United Airlines incident, show how quickly a crisis played out over social media can cost an organisation. In United's case, it's parent company had $1 billion of market value wiped. 

Regardless of what that number is, we can all agree that a crisis will cost a lot. 

Good crisis prevention is critical for any size company - in fact it is arguably even more important for small and medium size businesses than large ones as smaller companies may not survive.

This is why it is essential for all social media, marketing, communications and PR professionals to have specialised training to know how to identify a potential crisis, understand what they need to do and say, and do it under real time pressure.  

By the end of this workshop, you will be able to: 

Establish an Early Warning System - Identify a potential crisis so you don't get blindsided by issues and changing market conditions your text in this area

Get Control Quickly - Establish a process for identifying and responding to incidents quickly

Build Your Team - Establish your team and keep them focussed on what's important

 Develop a Response Strategy - Tools to help assess risk and develop a strategy for your business to survive and thrive 

Craft Effective Communications - Develop key messages and use a variety of channels

Workshop Details

This is an intensive 2 day workshop that combines lectures, group discussion and real time simulation exercises.  

We limit the number of participants to 12 to ensure maximum participation and enable one-on-one and small group coaching.  

There is also an option to become certified at the end. 

The course content includes:  

Understanding the true impact of a social media crisis

How to identify a potential incident using social listening tools

How to respond to an Incident

Investigation and Assessment 

Formulating a response strategy 

Developing and Implementing a Crisis Communication Plan 

Social Media Crisis Simulation Training

All of our trainings feature our unique online simulation exercises so you can practice using the tools we provide you in realistic conditions and get immediate feedback.


$1497 + GST

Please Note: If you would prefer an invoice, please contact 

Who Should Become Certified?

You also can decide to become certified for an extra $500

The Social Media Crisis Management certification has been developed for:

  • Social Media Professionals
  • Marketing Professionals
  • Communication/PR Professionals
  • Crisis Communication team members 
  • Entrepreneurs and Small Business Owners 

In today's increasingly complex and highly-specialised economy, credentials are so important. Certification tells employers and your professional peers that you’re well-qualified and that you take your career seriously.

How Do I Become Certified? 

In order to become certified, there is a 3 step process:  

  • Book and pay to confirm your spot - there are only 10 places in each city
  • Attend the 2 day face to face training and simulations
  • Pass your Social Media Crisis Management Exam 

Upon successful completion of the Social Media Crisis Management Certification, you will be able to claim your Social Media Crisis Management certificate and digital badge.  

Your digital badge can be used on your website, in your social media and in your email signatures. This is important to showcase to potential clients and employers that you have the necessary skills.  

Your Facilitators 

Steve Hather

Steve Hather has over 25 years of experience in crisis management and has worked with some of the world's largest food and consumer goods companies through to small businesses.  

He has trained hundreds of management teams to develop systems and build the capabilities of their people to manage complex incidents and product recalls.  

Steve was the chief architect of The Coca-Cola Company's global Incident Management and Crisis Resolution (IMCR) program and since leaving Coke has helped many other businesses establish effective crisis prevention programs.

Mireille Ryan 

Mireille Ryan is the CEO and founder of the Social Media Marketing Institute.  

She has worked with CEOs, entrepreneurs, companies, industry groups and associations and government organisations.  

Mireille has spoken about social media crisis management at Gov 3.0 - Investigating the Future of Social Media - Government and Public Sector Forum in Canberra. 


Sydney Location: 

The Tank Stream Hotel

97-99 Pitt Street, Sydney


The Social Media Marketing Institute is a membership, education and professional development organisation.  

We support individuals, businesses, companies and organisations by providing mentorship, training, conferences, awards, education, advisory and support in social media marketing. 

To learn more, go to

All companies have incidents but when the phones start ringing, customers and consumers start demanding answers you don't have yet, regulators start pushing you towards action you don't feel ready for and social media is starting to go viral, that incident is on the precipice of a crisis. A crisis can have a devastating impact on your business and brands.  

CrisisClarity provides workshops and simulation exercises to help companies find the clarity they need and credibility they must have to prevent an incident escalating into a crisis. Director of CrisisClarity, Steve Hather, has worked with multi-national brands through to small business to help them manage incidents and product recalls effectively to protect their brands, reconnect with customers and strengthen their business."

To learn more, go to