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Vueling false hijacking alarm

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On 29 Aug 2012, there was a false hijack alert of a Vueling flight from Malaga to Amsterdam Schiphol, triggered by “miscommunication”, which led to fighter jets being scrambled.We dive into how the crises played out online, in just 60mins.

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Publié dans : Business, Technologie
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Vueling false hijacking alarm

  1. 1. Vueling Flight VY8366 False Alarm 1
  2. 2. 14:22hrs Reuters Spain Tweets the newsThis first tweet by Reuters did not mention the airline’s name, it just refers to apossible hostage situation on a plane headed for Amsterdam and that 2 Dutch F16fighter jets have intervened.
  3. 3. 14:35 The Associated Press tweets tooThis time the tweet is in English and gets almost 600 RT in minutes. The account hasmore than 1 million followers
  4. 4. 14:36 Vueling’s name is mentioned by a major paperJust a minute after the AP’s tweet, one of Spain’s biggest newspapers tweets the news.This time mentioning the airline involved. The account as over 1.7 million followersand the message is re-tweeted over 1200 times.
  5. 5. 14:48 The airline denies the Hijacking, Offline12 minutes after its original tweet the same paper reports that the airline has deniedthe hijacking, mentioning the alarm was caused by miscommunication.Unfortunately there is no on-line reaction by the airline at this time. The number of RTis half that of the original news tweeted just 12 min earlier.
  6. 6. 14:49 the speculation startsOnce the news of the false alarm is confirmed speculation on the cause of themiscommunication starts. The lack of English proficiency is one of the most populartheories.
  7. 7. 15:00hrs - the first imagesreach Twitter and a videomakes it to Youtube!
  8. 8. 15:10 the airline still has no response on social media Given the lack of reaction by the airline’s account users make fun of it. One of the best example is this image. The tweet says: “meanwhile, in Vueling’s twitter account…”
  9. 9. 15:12 Images from inside the plane are on TwitterAs it often happens in thesesituations, as soon as theplane landed, and even beforethe opening of the doors,passengers had alreadyreached for their smartphonesand shared images of whatwas happening inside.
  10. 10. 15:14 First reaction by the airline on TwitterFinally, half an hour after its off-line announcement the airline posts a Tweet about theissue. Unfortunately the tweet was only posted in Spanish, and without any of the#tags that were being used by other posters.
  11. 11. 15:16 Second tweet from the airlineThis second tweet informed that security procedures had been activated inAmsterdam. But once again the tweet was in Spanish only and without #tags
  12. 12. 15:23 Third and the last tweet from the airlineLast tweet from the airline, this time ensuring the plane is safely on the ground andfollowing security procedures. Again Spanish only and no #tags.
  13. 13. How could Vueling have done better? 14
  14. 14. 1. Tweeted at the same time as their offline announcement2. Used the appropriate hashtags, to get its message across farther3. Tweeted in English, and even Dutch to reach the right target audience4. Mentioned the key media outlets in their tweets, so that they would Re-tweet Vueling’s messages5. Collaborated with Schiphol’s social media team
  15. 15. Interested in learning how to deal with these situations better? 16
  16. 16. …something will be written here in Calibri 20 www.SimpliFlying.com
  17. 17. contact@simpliflying.com 18www.simpliflying.com