Last week we shared our top tips for preparing your social media for crisis response. This week we take a look at two recent corporate crises and how they approached social media as part of their crisis communications strategy, and decide who came out on top.
In the blue corner we have O2’s network blackout in July, which left O2, GiffGaff and Tesco Mobile customers across the UK unable to call, text or use data services for 24 hours. And in the red corner we have Progressive Insurance, who suffered a major reputational blow when Matt Fisher’s Tumblr entitled “My sister paid Progressive Insurance to defend her killer in court” went viral. This post claimed that the under-insured driver who killed Katie Fisher in a car accident was represented in court by a Progressive attorney so that the insurance company could avoid paying $75,000 of life insurance.
O2 began slow and steady, replying to individual Tweets in a cautious ‘sorry for the inconvenience’ style. However, the gloves quickly came off and the rulebook was thrown out the window as O2 began favouring humour and wit over grovelling tweets in reply to the thousands of angry customers taking to Twitter. These shocked many into admiration, and the funniest replies were re-tweeted across the network. Here are a couple of personal favourites: