Airlines use of Social Media for Crisis Communication
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Airlines use of Social Media for Crisis Communication

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Study by Corinne Weisgerber, Professor of Communication at St. Edward University

Study by Corinne Weisgerber, Professor of Communication at St. Edward University

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Airlines use of Social Media for Crisis Communication Airlines use of Social Media for Crisis Communication Presentation Transcript

  • Using Social Media for Crisis Communication #ashtag
  • Types of Crises
  • self-provoked crisis
  • self-provoked crisis smoldering crisis
  • self-provoked crisis smoldering crisis malicious attack
  • self-provoked crisis smoldering crisis organized attack malicious attack
  • Natural Disaster unpredictable but known risk
  • ?
  • lack of information ?
  • lack of information + short decision time ?
  • lack of information + short decision time = ? lots of uncertainty
  • lack of information + short decision time Public motivated to reduce uncertainty = ? lots of uncertainty Uncertainty avoidance leads to increased info seeking Response in first 24 hrs determines success Need for good crisis communication
  • “ 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 “
  • Crisis Communication 101 • 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
  • Call centers can’t handle that many requests: Need for alternative communication method
  • 5 Cs of effective crisis comm. • Concern • Clarity • Control • Confidence • Competence
  • Defense Offense (accomodating)
  • Defense Offense (accomodating) • Attack accuser • Deny crisis • Excuse
  • Defense Offense (accomodating) • Attack accuser • Ingratiation: appease • Deny crisis • Corrective action • Excuse • Full apology
  • How are airlines dealing with this crisis Work in pairs • Pick one airline • Check their social media sites
  • Video message from CEO & President
  • Q&A tab added to Facebook page
  • Proactive post
  • No #ashtag hashtag
  • #ashtag hashtag caught on Not 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 using Social Media to Cope #getmehome #roadshare #putmeup
  • #getmehome
  • Crowdsharing rides home
  • #putmeup
  • Aggregation Live blog on Tnooz: Included official Twitter accounts from a string of airlines and other organisations
  • Facebook group for stranded travelers
  • Credits: Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew