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

1. Role of Social Media
in Crisis Communications
Jenny Dervin
Director Corporate Communications
JetBlue Airways

2. You are being watched
you are being watched

3. Monitor for
Crisis Comms
US Airways
flight 1549 on
Twitter within 9
minutes

4. February 14, 2007

5. David

6. Social Media = No Middle Man

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.

9. Thank You
Jenny Dervin
Twitter/@skywriter012