How to use social media during a crisis

Different approaches to using social media during the unprecedented ash crisis

Even though Air France and KLM are two brands within the same company, they took radically different approaches to using social media during the unprecedented ash crisis in Europe.

While KLM embraced it, Air France ignored it. The results were clearly visible in comments on their respective Facebook walls. KLM’s were generally favourable, with lots of people thanking them for their efforts.

Certainly, some complained and the worst of them were deleted, but the comment stream was not overly sanitized. The Air France page mostly contained astonishment from fans that the company was doing so little to communicate with or help customers.

The chaos created by the volcanic ash cloud presented unique difficulties for travellers and airlines alike. Huge events like this also present unique opportunities. I’m sure that the companies that grasp them will enjoy benefits long after the crisis has passed.

While getting stranded is never fun, the goodwill created by KLM through Twitter and Facebook will persist. I suspect that for the Air France customers who went to social media channels, it is mostly the irritation that will remain.

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How to use social media during a crisis — http://www.torbenrick.eu/t/r/mnv

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