The Importance of Social Media for Crisis Management
Made Essential Reading on 23 April 2010 Felix Hemsley
The instantaneous nature of social media and it’s accessibility to the masses makes it a critically important channel for crisis management. I recently read an article which re-iterated how social media is a long term approach and may show what appears to be a restricted value, but when something goes awry, an organisation’s existing long standing presence becomes paramount to dealing with issues online.
The situation of the last 5 days with Volcano ash causing global disruption to flights is unprecedented, with many saying that even 9/11 didn’t have such catastrophic repercussions on travel. Currently, Lee Lomas, our client services director is stranded with his family in South Africa following a 3 week holiday which may at first seem like a great way to extend a holiday, but the reality is very different. Being in a foreign country with only so much money, not knowing when you may be able to get home whilst simultaneously having to look after young children… doesn’t sound quite so great now does it?
Imagine this whole situation just 5 years ago, with no service updates other than those found through official local channels, which would potentially be in a foreign language and being at the mercy of your holiday provider to find you accommodation and food! Thanks to social media, individuals can search for the information which matters to them most and which is up to the minute, fed in from all over the world giving a rounded, fuller picture of the situation.
The twitter hashtags – #ashtag & #getmehome – have been picked up widely and used prolifically. Some examples are shown below:
- No flights from Cape Town until there’s a guaranteed 24 hour window. This could get v painful! #ashtag
- Remember to use the #ashtag #getmehome if you’re stranded somewhere, & please keep RTing
- Ryanair grounds flights until at least 1pm on Wednesday 13 April. #trappedintenerife #getmehome #ashtag
- #getmehome looking for Brits to join forces and find a way home from Istanbul
What has struck a chord with me most strongly is the adoption of one other hashtag as a result of this ongoing issue for so many people – #putmeup – which invites people to share their locations if stranded without somewhere to stay. Where possible, respondents will reply with an offer of somewhere to stay, helping people get out of the airport and into somewhere a little more comfortable…or so one would hope!. This shows the real human nature in times of crisis, and all that is empowered between strangers through social media!
- Use #putmeup to find/offer a bed if stranded. #getmehome”
This is a very personal and individual situation being faced at the moment, but in a business crisis the mechanics aren’t all that different. All it takes is a strong enough presence online to act as news carriers and news breakers to a wider audience. All people want in the current volcano situation is resolution and to get home, not to criticise the airlines or travel agents and this is all that wants to be achieved in a business situation, from both sides.
The interesting takeout from the volcano situation is that whilst the consumer was delving into social media in search of answers, many of those with the knowledge such as the airlines, airports and travel companies, were simply not participating. Customer outrage spread like wildfire as airlines failed to respond to widespread concern, with many naming and shaming those who simply didn’t adopt social media at this critical time. With social media being perfectly aligned with customer service, neglect like this is for me, quite simply unfathomable. Whilst some sensibly adopted their Twitter stream as a crisis comms channel both initially and in the latter stages, others are still sitting by the wayside.
Let us not forget one critical matter here. The sentationalism of the volcano story may be subsiding, but many people are still stranded and requiring information. The opportunity still exists to adopt social media. In times like this, relevant organisations (airlines, airports, travel agents) will be found and promoted if they show value to their existing customers, this is a opportunity that will extend well into the future.
Situations arise all the time in the real world, social media has become the digital outlet for these concerns, the big question is: Are you identifying and handling these concerns voiced online in a proactive manner, feeding news to relevant parties?
If you are looking for live updates from airlines, check out the great live blog on Tnooz which includes official Twitter accounts from a string of airlines and other organisations which may be relevant to you – http://ow.ly/1BMG8
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ONCO System
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Felix Hemsley @ Essential
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