KLM Royal Dutch Airlines experienced significant disruptions and financial losses during the 2010 Eyjafjallajökull volcanic eruption in Iceland that led to a shutdown of European airspace. In response, KLM developed a three-pillar social media strategy focusing on customer service, brand reputation, and commerce. They created a "Social Care" team that monitors social media 24/7 and responds to customer questions within an hour on major platforms. This approach generated positive attention, $28 million in direct sales, and $90,500 per week through a new social payment system, proving the effectiveness of KLM's social media strategy.