Social Media crises are bound to happen; they’re inevitable. Does that mean corporations should sit back and let the crisis take over? Absolutely not.
This past weekend, JetBlue was forced to re-direct flights because of the early arrival of some wintry weather in the Northeast. Passengers on the plane from Florida were expecting to land in Newark, NJ. Instead, they were stuck on the plane at Bradley International Airport in Connecticut. Unfortunately, this was not a “regular” delay. The plane was on the tarmac for seven hours.
Now, it’s all over the Internet.
ABC explains the inclement weather leaves “JetBlue in damage control mode.” Clearly. Passengers are mad and lashing out. Even the pilot was frustrated with his own company.
So, I know we are all asking the same question. How did JetBlue handle the crisis?
COO Rob Maruster apologizes – On October 31, JetBlue’s blog featured a video apology from Maruster explaining the circumstances and asking for a second chance. Check out the video and comments here.
Was the apology enough? Apparently not. People want more than an apology. They were stuck on the plan for almost 8 hours, and they don’t think Maruster’s apology is enough. One comment even says, “Your words say one thing and your facial expressions say different. Your video is not one of true honest sincerity.”
People are still angry and they want answers.
Passengers are writing their opinions on JetBlue’s Facebook page. They want JetBlue to know their frustrations. According to the Facebook page, people are sticking by JetBlue. However, the reply to disgruntled passengers is scripted and insincere. It doesn’t recognize each passengers frustration.
Do you think JetBlue handled the crisis well? What could they have done better? Do you think Maruster’s apology is insincere?