2 - Using Social Media in a Crisis

Social media, if used correctly, can ease public tension caused by a crisis. Social media departments should consult with upper management when responding to an emergency on social media so that customer issues can be formally addressed. That being said, companies should be smart about how they respond to users on social media. Not everyone on social media is genuine, which means social media teams must separate the legitimate claims from all of the bogus.

Ignoring a problem on social media can lead to an even bigger mess because it gives the impression that the company doesn't care about its customers. The best example of a company neglecting a problem on social media was with the airliner Air Europa. A traveler named Mara Zabala was going to be a passenger on one of their flights. Air Europa denied Zabala passage because she was in a wheelchair with no one accompanying her, which is not a policy that other airlines have. Zabala took to Twitter to share her negative experience with Air Europa, which led her outrage to multiply.

The outrage proliferated when Air Europa chose to not respond via social media or by any means of communication. Consumers were flabbergasted by how uncaring Air Europa was toward Zabala and the outrage in general. Ultimately, nothing was done to address the controversy.

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