By now everyone in PR knows a crisis can be just 140 characters away. They also know social media requires the same thing as a successful face-to-face conversation: listening, and earnest interaction. Among the latest to learn this lesson: the customer service executives at United Airlines. There, the PR team caught wind of a customer service issue gone wrong (in the form of a musician’s guitar being broken at the hands of baggage handlers) long after it had developed into an unpleasant online event, complete with musical accompaniment.
Taming the Social Media Beast in the Midst of a Crisis
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