First, when the Southwest Flight 345 ‘crashed’ at LaGuardia, Southwest were quick to response and communicate through their social media accounts. Their reaction contained the situation and allowed them to communicate with people in a timely manner. In turn, their reaction helped Southwest maintain good faith with its customers.1 Here is the first tweet after the incident:
The second example is that of O2, a telecommunication company in UK. O2 is known as an organization who has well established social channels and is active in using them. As a result, in the case when an outage happened, they were able to efficiently employ those channel to communicate with their costumers. What distinguished the case of O2 from Southwest is that the former was responding to individual questions and comments on Twitter and Facebook. While sometimes this strategy might backfire, in their case, they came across as if they are sympathizing with their customers.2 Here are two views regarding the use of social media by O2 in this particular case:
I believe that one of the most important messages that a manager can get from these cases is that preparing for crisis management is necessary. While the way you response and the follow-up is important, having a strategy in place can save you time when a crisis takes place.