Social media as a crisis communication

Social media as a crisis communication

Social media as a crisis communication

Icelandic volcano eruption

During the Icelandic volcano eruption call centers couldn’t handle that many requests. There were a need for alternative methods so more and more airlines turned to social media as a crisis communication tool.

KLM published a video message from CEO & President on Facebook and added an Q&A tab to the Facebook page:

KLM Facebook - Icelandic volcano eruption

The most effective tweets and status updates read like newspaper headlines: clear, concise and timely. KLM was particularly good at this, using Twitter to send out frequent updates filled with re-booking tips, location-specific information, and links to more detailed content.

Lufthansa used Twitter to reduce call volume by promoting self-services:

Lufthansa Twitter - Icelandic volcano eruption

And Lufthansa posted proactive:

Lufthansa Facebook - Icelandic volcano eruption

SAS Scandinavian used their Facebook Page to address every single wall post and that way turned it into a full-scale customer service strategy:

SAS Facebook Icelandic volcano eruption

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany, Switzerland and United Kingdom

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