Vueling false hijacking alarm
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On 29 Aug 2012, there was a false hijack alert of a Vueling flight from Malaga to Amsterdam Schiphol, triggered by “miscommunication”, which led to fighter jets being scrambled.We dive into how the crises played out online, in just 60mins. If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
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Vueling false hijacking alarm
- 1. Vueling Flight VY8366 False Alarm 1
- 3. 14:22hrs Reuters Spain Tweets the news This first tweet by Reuters did not mention the airline’s name, it just refers to a possible hostage situation on a plane headed for Amsterdam and that 2 Dutch F16 fighter jets have intervened.
- 4. 14:35 The Associated Press tweets too This time the tweet is in English and gets almost 600 RT in minutes. The account has more than 1 million followers
- 5. 14:36 Vueling’s name is mentioned by a major paper Just a minute after the AP’s tweet, one of Spain’s biggest newspapers tweets the news. This time mentioning the airline involved. The account as over 1.7 million followers and the message is re-tweeted over 1200 times.
- 6. 14:48 The airline denies the Hijacking, Offline 12 minutes after its original tweet the same paper reports that the airline has denied the hijacking, mentioning the alarm was caused by miscommunication. Unfortunately there is no on-line reaction by the airline at this time. The number of RT is half that of the original news tweeted just 12 min earlier.
- 7. 14:49 the speculation starts Once the news of the false alarm is confirmed speculation on the cause of the miscommunication starts. The lack of English proficiency is one of the most popular theories.
- 8. 15:00hrs - the first images reach Twitter and a video makes it to Youtube!
- 9. 15:10 the airline still has no response on social media Given the lack of reaction by the airline’s account users make fun of it. One of the best example is this image. The tweet says: “meanwhile, in Vueling’s twitter account…”
- 10. 15:12 Images from inside the plane are on Twitter As it often happens in these situations, as soon as the plane landed, and even before the opening of the doors, passengers had already reached for their smartphones and shared images of what was happening inside.
- 11. 15:14 First reaction by the airline on Twitter Finally, half an hour after its off-line announcement the airline posts a Tweet about the issue. Unfortunately the tweet was only posted in Spanish, and without any of the #tags that were being used by other posters.
- 12. 15:16 Second tweet from the airline This second tweet informed that security procedures had been activated in Amsterdam. But once again the tweet was in Spanish only and without #tags
- 13. 15:23 Third and the last tweet from the airline Last tweet from the airline, this time ensuring the plane is safely on the ground and following security procedures. Again Spanish only and no #tags.
- 14. How could Vueling have done better? 14
- 15. 1. Tweeted at the same time as their offline announcement 2. Used the appropriate hashtags, to get its message across farther 3. Tweeted in English, and even Dutch to reach the right target audience 4. Mentioned the key media outlets in their tweets, so that they would Re-tweet Vueling’s messages 5. Collaborated with Schiphol’s social media team
- 16. Interested in learning how to deal with these situations better? 16
- 17. …something will be written here in Calibri 20 www.SimpliFlying.com
- 18. contact@simpliflying.com 18 www.simpliflying.com