Airlines use of Social Media for Crisis Communication
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Crisis Communication Using Social Media for #ashtag
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Study by Corinne Weisgerber, Professor of Communication at St. Edward University
Transcript of Airlines use of Social Media for Crisis Communication
Crisis CommunicationUsing Social Media for
#ashtag
Types of Crises
self-provoked crisis
smoldering crisisself-provoked crisis
smoldering crisisself-provoked crisis
malicious attack
smoldering crisisself-provoked crisis
malicious attack
organized attack
Natural Disasterunpredictable but known risk
?
?lack of information
?lack of information short decision time+
?lack of information short decision time+ lots of uncertainty=
?Public motivated to reduce uncertainty
Uncertainty avoidance leads to increased info seeking
Response in first 24 hrs determines success
Need for good crisis communication
lack of information short decision time+ lots of uncertainty=
Crisis communications is a branch of PR that is designed to protect and defend an individual, company, or organization, usually from a reactive response, facing a swelling public challenge to its reputation, brand, and community.
All that’s required to ignite a negative firestorm is a spark from a single voice or an organized congregation. - Brian Solis
“
“
• Put the public first
• Take responsibility for solving the problem
• Be honest
• Monitor news coverage & telephone inquiries
• Never say “No comment”
• Provide a constant flow of info
• Communicate with key publics
• Be accessible
Crisis Communication 101
Call centers can’t handle that many requests:Need for alternative communication method
• Concern
• Clarity
• Control
• Confidence
• Competence
of effective crisis comm.5Cs
Defense Offense (accomodating)
• Attack accuser
• Deny crisis
• Excuse
Defense Offense (accomodating)
• Attack accuser
• Deny crisis
• Excuse
• Ingratiation: appease
• Corrective action
• Full apology
Defense Offense (accomodating)
How are airlines dealing
with this crisisWork in pairs • Pick one airline • Check their social media sites
Q&A tab added to Facebook page
Proactive post
#ashtag hashtag caught onNot all airlines used #ashtag though
Keeping publics updated even when there is no new info
Minimizing responsibility for crisis - putting it in perspective
Shifting blame?
How stranded travelers are usingSocial Media to Cope#getmehome #roadshare #putmeup
#getmehome
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hari
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#putmeup
AggregationLive blog on Tnooz: Included official Twitter accounts from a string of airlines and other organisations
Facebook group for stranded travelers
Credits:Dr. Corinne WeisgerberSt. Edward’s University
Blog: http://socialmediaprclass.blogspot.comEmail: [email protected]
Twitter: @corinnew
