Recently they’ve been doing a great job in a much more challenging situation. A series of bomb threats to their planes has resulted in diversions, delays, speculation and a lot of questions.
They’ve handled it admirably with all the key ingredients of a good social media crisis response
1. Fast and authoritative updates
We received a bomb threat for #WS323 (Toronto-Saskatoon) tonight. The aircraft has landed safely in Saskatoon.
— WestJet (@WestJet) July 1, 2015
2. Shareable informative messages
3. Directing people to relevant information from partners
Update- Investigation into Alleged Explosive Device. SPS File 2015-60427 http://t.co/0Gz1v0aCZl
— Saskatoon Police (@SaskatoonPolice) June 27, 2015
4. Not engaging in speculation and encouraging others not to speculate
5. Answering questions
7. Moving on with confidence
This week’s false threats are all criminal investigations, and we will support investigators as they seek out those responsible.
— WestJet (@WestJet) July 2, 2015
There’s a lot to be learned from their social media and crisis handling. They have a fantastic style and tone that really hits the mark no matter what the situation.
Let’s hope they can get back to fun YouTube videos soon.