Case Study: Social Media Crisis Management

If you’re not convinced about Twitter yet or social media sites, you should listen to Shel Holtz’s interview with Christian Gunning, director of Corporate Communications for Boingo, a WiFi service provider in the US.

It’s a brilliant real-life example of why brands need to monitor Twitter – including on the weekend.

What’s it About?

Gunning talks to Shel about how on April 10 Boingo sent a test email out repeatedly to many customers.

Thankfully Boingo’s social media manager checked into Twitter over the weekend and saw customers tweeting about the email.

The company were able to respond immediately and reached out to customers on a variety of channels including twitter, Facebook and their corporate blog.

Media Monitoring Takeaways

Even if your business is on the smaller side you’ll discover just how important it is to have a variety of established online channels for dealing with crisis management.

I wrote last month about how your company needs to regularly audit your crisis management plan. Boing’s handling of this incident shows just how much how you need to ensure you have response channels in place before a crisis hits. Your team also has to have sufficient training and hands-on experience communicating with customers on social media sites.

Your Turn!

If you know of any other B2B or B2C examples of crisis management success and social media please leave a comment. I think it’s important we learn from real life case studies.