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160319 vs250 virgin atlantic racism issue

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Analysis of the online furore faced by Virgin Atlantic over passenger racism allegations. More analysis on my post: http://renaissancechambara.jp/2016/03/20/vs250-inside-virgin-atlantics-online-racism-crisis/

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160319 vs250 virgin atlantic racism issue

  1. 1. VS-250 Virgin Atlantic racism accusations – inside an online crisis Ged Carroll renaissancechambara.jp
  2. 2. What happened? On March 1, 2016 – a Chinese passenger was allegedly abused by a western passenger ‘Nathan Smith’ sitting two rows behind. The comment ‘You fucking Chinese Pig. Get the fuck out of here.’ was aimed at the passenger. Flight assistants apparently did nothing initially, and then allegedly threatened to throw her off the plane when the passenger defended herself. The passenger posted her complaint on a Weixin (WeChat) travel group. It then blew up across China social media and Chinese mainstream media with 158 pieces of coverage appearing at the beginning of March. Overseas Chinese were joined by members of forum on Baidu’s online community, who jumped the firewall and engaged in a ‘sticker war’ from March 16 onwards hammering Virgin Atlantic’s customer services team on Facebook and Twitter.
  3. 3. How did it break online?
  4. 4. Platform posts (March 16-18, 2016) 0 100 200 300 400 500 600 700 800 900 Twitter Facebook* Blogs Instagram* Global media outlets Number of posts Number of posts * Measure limited by platform restrictions on data pulls
  5. 5. How the story grew March 13-18, 2016 0 100 200 300 400 500 600 March 13, 2016 March 14, 2016 March 15, 2016 March 16, 2016 March 17, 2016 March 18, 2016 Platform posts / day Twitter Blogs Global media coverage Facebook
  6. 6. How it broke on Facebook & Twitter mentions / hour 0 100 200 300 400 500 600 March16,2016|00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 March17,2016|00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 March18,2016|00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 What becomes apparent was there was a concerted effort to ‘bomb’ Twitter with posts presumably to trend. Both this and the jump later in the day on Facebook would strain a large customer services function in terms of responding. Facebook Twitter
  7. 7. More information • Virgin Atlantic targeted after racism accusations | Global Times • Richard Branson sends apologetic tweet after woman claims she was called a 'f****** Chinese pig' on Virgin flight by fellow white passenger... but cabin crew threatened to kick HER off the plane | Mail Online • Trail of conversations on Sina Weibo - you need an account to log-in and see the content • Richard Branson apologises to woman called ‘Chinese pig’ on Virgin flight | Metro.co.uk • Chinese woman claims flight attendants ignored her after man called her 'Chinese pig' | asiaone – asiaone is a Singaporean news aggregator owned by SPH who own The Straits Times • Virgin Atlantic investigates abuse case as story goes viral | China Daily – London bureau breaks the social media debacle
  8. 8. About me Amazon author page: amzn.to/1SeO5Il LinkedIn page: linkedin.com/in/gedcarroll About: renaissancechambara.jp/about Blog: renaissancechambara.jp Email address found here: scr.im/renaissance Twitter account: @r_c Sina Weibo: renaissancechambara WeChat
  9. 9. thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cám ơn | whakawhetai | takk | ขอขอบคุณคุณ | terima kasih | σας ευχαριστώ | grazie | ‫|شكرا‬ þakka þér | დიდი მადლობა | kiitos | நன்றி | gracias

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