Airlines use of Social Media for Crisis Communication

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

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Airlines use of Social Media for Crisis Communication

  1. 1. Using Social Media for Crisis Communication #ashtag
  2. 2. Types of Crises
  3. 3. self-provoked crisis
  4. 4. self-provoked crisis smoldering crisis
  5. 5. self-provoked crisis smoldering crisis malicious attack
  6. 6. self-provoked crisis smoldering crisis organized attack malicious attack
  7. 7. Natural Disaster unpredictable but known risk
  8. 8. ?
  9. 9. lack of information ?
  10. 10. lack of information + short decision time ?
  11. 11. lack of information + short decision time = ? lots of uncertainty
  12. 12. 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
  13. 13. “ 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 “
  14. 14. 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
  15. 15. Call centers can’t handle that many requests: Need for alternative communication method
  16. 16. 5 Cs of effective crisis comm. • Concern • Clarity • Control • Confidence • Competence
  17. 17. Defense Offense (accomodating)
  18. 18. Defense Offense (accomodating) • Attack accuser • Deny crisis • Excuse
  19. 19. Defense Offense (accomodating) • Attack accuser • Ingratiation: appease • Deny crisis • Corrective action • Excuse • Full apology
  20. 20. How are airlines dealing with this crisis Work in pairs • Pick one airline • Check their social media sites
  21. 21. Video message from CEO & President
  22. 22. Q&A tab added to Facebook page
  23. 23. Proactive post
  24. 24. No #ashtag hashtag
  25. 25. #ashtag hashtag caught on Not all airlines used #ashtag though
  26. 26. Keeping publics updated even when there is no new info
  27. 27. Minimizing responsibility for crisis - putting it in perspective
  28. 28. Shifting blame?
  29. 29. How stranded travelers are using Social Media to Cope #getmehome #roadshare #putmeup
  30. 30. #getmehome
  31. 31. Crowdsharing rides home
  32. 32. #putmeup
  33. 33. Aggregation Live blog on Tnooz: Included official Twitter accounts from a string of airlines and other organisations
  34. 34. Facebook group for stranded travelers
  35. 35. Credits: Dr. Corinne Weisgerber St. Edward’s University Blog: http://socialmediaprclass.blogspot.com Email: corinnew@stedwards.edu Twitter: @corinnew

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