First, Air Canada went through some difficulties when one of their baggage handlers was caught on camera throwing luggage around ....
I put together a storify piece on this whole mess. But how did Air Canada do overall in their crisis comms response? The answer ... a fair job at best.
- They engaged with media outlets fairly rapidly
- They engaged one-on-one on Twitter and Facebook with people who complained
- They took a full day to post at-large on their Twitter and Facebook page
- They left the public space unoccupied for a long time letting criticism and negative impressions go unchallenged in the largest social forums.
- Engage broadly on social networks right from the get go ... don't let the social team work in the dark ... they need to be integrated in the crisis comms team !
- Use soundcloud to get a senior exec express his/her regret to customers ... a couple of hours after engaging online and distribute on Twitter/FB
- Use Youtube to broadcast another, more fulsome apology and promise to improve/correct ... just like what Fedex did just a couple years ago:
- If you're going to engage online and intend to create a real debate ... don't engage in silly propaganda elsewhere ...undermines any credibility you might have.
- They should have better gauged the risks associated with promoting their position on Twitter
- bring insightful and believable spokespersons to the fore ... talk about communities ... don't talk down to them ....
- Once they realized the campaign had gone "south" on them ... engage even more ... tell their own stories ... even better, have their allies (and they have many) tell the stories on the behalf
- That should have started with the Commissioner .... who remained largely silent.
- Do some basic searches about your audiences' perception of the NYPD ...basic sentiment analysis would have sufficed ...
- Make sure your social network team liaises/works with the crisis comms team ... now a must