Role of Social Media in Crisis Communications - BDI 7/21/10 Social Convergence & The Enterprise

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Case Study: Role of Social Media in Crisis Communications
Presented by: Jenny Dervin, Director of Corporate Communications, JetBlue Airways
JetBlue experienced a major operational disruption in February 2007 that threatened to ground the young airline’s soaring brand. Hear how JetBlue leveraged social media to reach out directly to customers and restore the brand’s reputation for transparency and honesty.

www.bdionline.com

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Role of Social Media in Crisis Communications - BDI 7/21/10 Social Convergence & The Enterprise

  1. 1. Role of Social Media in Crisis Communications Jenny Dervin Director Corporate Communications JetBlue Airways
  2. 2. You are being watched you are being watched
  3. 3. Monitor for Crisis Comms US Airways flight 1549 on Twitter within 9 minutes
  4. 4. February 14, 2007
  5. 5. David
  6. 6. Social Media = No Middle Man
  7. 7. What we learned • Customers want to hear the explanation • Customers can sense authenticity • Interaction and transparency build engagement Build goodwill through daily engagement; cash it in when you need to.
  8. 8. Thank You Jenny Dervin Twitter/@skywriter012

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