A tweet from a Detroit employee is one of the situational crisis communication
We have all made mistakes in social media, whether by accidentally uploading the wrong content or offending someone unintentionally. Accidents happen, but some cause more damage than others, especially when they happen to some of the most successful firms across the globe. United Airlines is a perfect example of a significant firm that has faced the wrath of social media users. Th foes of the firm began in 2017 when a video of a passenger being forcibly dragged off a plane was shared across social media platforms. The passenger had been randomly selected to forfeit his seat for an airline maintenance worker, but he had declined, thus forcing the security personnel to evict him from the plane forcefully. The video caused an uproar on social media. The reputation of the United Airlines brand was jeopardized, and even some of the loyal customers decided to switch brands. An apology by the firm’s CEO Oscar Munoz only made things worse. Social media users felt that the executive had praised the conduct of the security rather than reprimand their actions. Most tweets and comments stated that the apology was cold and victim-blaming.
A tweet from a Detroit employee is one of the situational crisis communication. The employees tweeted that it was funny how Detroit was considered #Motorcity, yet no one in the entire organization knows how to drive. In my opinion, the employees acted solely, and Detroit is not to blame for the unruly Tweet. The employee faced disciplinary action, probably being fired, and the firm developed social media ethics that govern what an employee can and cannot do. The primary reason for punishing the employee was because of the unethical use of social media that tarnishes the firm’s name and jeopardizes continuing projects.