As has been the case with nearly every natural disaster in recent memory, social media has been a life saver for individuals and organizations affected by the massive ash plume resulting from the Icelandic volcano eruption. A recent post on the SharkeyMedia blog shows just how social media became an integral part of crisis management for the disaster:
Tweeter JL Pagano from Ireland first used the term #ashtag to speak about his personal concerns of the situation, and it quickly took off with other passengers. A number of airlines then started using #ashcloud on Twitter and official updates, and usage skyrocketed to over 55 thousand mentions of #ashtag in just one week. A lot of the usage was from customers themselves sharing tips and stories. Airlines such as KLM, Lufthansa, British Airways and Air Baltic were able to use Twitter as the medium for effective customer service and flight status updates, relieving call centres and providing reassuring, real-time conversation.
Soon after, a newbie called #getmehome became all the rage, along with #roadsharing and #stranded. Those publicly tweeting for help were given rides, accommodation and breakfast by complete strangers over the social media. Even on Facebook, airlines were taking control of the situation. SAS Scandinavian developed a full-scale customer service effort to address every single wall post on their Facebook Page, proving much more effective than listening to endless hold music. One SAS team member said, “about 15-20 people in both Oslo and Stockholm have been involved directly updating social media since Thursday. In terms of fans, we went from 15,000 Thursday morning, to having passed 21,000 today.” Airlines like Virgin Atlantic linked their Facebook Fan Page with updates on their official website, and EuroControl’s Fan Page became the biggest hot-spot for leading info on Facebook.
Not only are these companies building goodwill with customers by keeping them informed, but gaining thousands of followers who will likely continue to see their messages and visit their sites long after the crisis is over.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/