When a Social Media Leader Goes Silent
JetBlue Airlines has a reputation for customer service, transparency and a social media savvy.
So when JetBlue flight attendant Steven Slater made his dramatic exit from a company plane this week – taking to the intercom and berating passengers before deploying the emergency-exit slide and deplaning with a Heineken in his hand – the airline found itself in an unusual position.
Advertising Age looked at JetBlue’s curiously quiet response to the story.
While the Internets are ablaze with the story, JetBlue has remained almost entirely silent. There’s no mention of the incident on the company’s Facebook page and only a vague reference to it on the JetBlue corporate blog. Meanwhile, the only tweets it’s issued about it are of the “no comment” variety.
“One of the difficulties they are facing is they have to reconcile the contradiction between the public’s expectations that they are going to get the full story from JetBlue immediately, especially based on JetBlue’s history,” said Jonathan Bellinger, VP-social media strategy at Omnicom Group’s Ketchum said.
It should be interesting to see how JetBlue reacts to the story over time.
- Date: 08.16.2010
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