Managing Crises with Links and Pings: How Social Media Tools Can Help
By Idil Cakim, Vice President, Dialogue
icakim@golinharris.com


The emergence or blogs, wikis and social networking sites has pushed many communication professionals to the defense lines. Thinking of negative or misinformed comments posted in public forums, many associate social media with potential liability.
Yet, the same technologies that allow Internet users to post and circulate information in the blink of an eye can be used to communicate proactively during crises - when companies need to provide fast, accurate and candid information to their stakeholders.

Authenticity is the essence of social media. Using social networks to spread messages to consumers can give organizations the sincere, human voice they need to maintain trust and rebuild connections. An example of this novel approach recently came from JetBlue. When the airline's passengers were stuck for hours in aircrafts after a winter storm, the airline founder and CEO, David Neeleman, stepped up and apologized to his customers. JetBlue partnered with the user-generated video site YouTube to distribute the CEO's message to the airline's prospect, current and future customers. The video "Our Promise to You" was viewed over 275,000 times in a month. Close to 500 people left comments, many passed Neeleman's message to friends and family. The video appears among the top 25 findings on Google when searching under "jet blue," increasing the visibility of the company's response.

JetBlue has a 360-degree approach to online crisis communication, providing information and seeking customer feedback on an ongoing basis. Indeed, Neeleman sustains communications and gives updates on the progress his company has made since the winter-storm debacle on his flight log located on his company's Web site. His blog entry "Talk is Cheap" links back to a contact us area that solicits complaints as well as compliments. Using tools that create a direct and open dialogue between the company and its customer base, JetBlue makes a successful attempt at earning social capital and managing its reputation.

While the JetBlue case may represent a unique approach to corporate communications, conscientious cybercitizens have long been using social media tools to build networks during crises. Following the devastation of Hurricane Katrina, New Orleans Metro bloggers reported from the affected areas and beyond providing local and up-to date accounts of the rescue efforts. Those looking for missing relatives filled the blogs' comments sections with names and tapped into the blog reader networks to get information on their loved ones. Sympathetic citizens beyond the New Orleans area also used blogs to communicate with those who wanted to help and organize efforts. Grace Davis from Santa Cruz, CA, set up the Katrina blog in August of 2005 and kept it live for a year, coordinating volunteer efforts and directing care packages to the right shelters.

Another example of an online help center built by cybercitizens is the Southeast Asia Earthquake and Tsunami Blog. This site is still alive, drawing over three million visits. The blog links to a Tsunami help wiki, which connects personal, state and agency sources with those who need assistance following natural disasters.

Crises are disruptive events. However, companies can re-assemble these broken pieces by transmitting the information through human networks - Internet users linking to one another, alerting each other and taking action online/offline. With easy-to-use tools such as blogs and wikis, individuals, non-profit organizations, new and established companies can go through the same channels to raise awareness, inform and reach stability.