Data Point: Plane Crisis Cracks Southwest’s Social Media Armor


Southwest Airlines’ much-lauded social media mojo was put to the test on Friday, April 1, 2011, when one of its jets developed cracks in the fuselage in flight and had to make an emergency landing. Compiling Facebook and Twitter mentions of the incident, PeopleBrowsr’s five-day tonal snapshot of comments show a distinct rise in negativity, but neutrality stayed steady (vertical axis shows number of mentions, culled from 11,200 total comments). For more insights into Facebook, attend the PR News Facebook Conference on May 24 in New York City. Go to http://www.prnewsonline.com/conferences/facebookconference2011.html to register. Source: PeopleBrowsr (data exclusive to PR News)


1 Comment

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150-july16
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • Alicia H.

    The presence of negative comments doesn’t necessarily put a dent in one’s social media armor. Yes, a crisis occurred. But how Southwest addressed such comments and concerns should be the measurement of success. All PeopleBrowsr is telling us is that a crisis happened–not if it was handled well.