The double-edged sword: new media.
We’re all connected and our ability to receive and send information is lightning quick in this age of social and mobile media. In what is a classic example of PR 101 in the new age, Delta has become tangled in a firestorm of controversy in a matter of only hours. Having mistakenly charged military soldiers returning home from Afghanistan for a 4th bag, which should have been free, an impromptu YouTube video (which has been taken down) featuring the soldiers aboard their Delta flight ignited massive appeal across the country.
But, in just the same way that the negative messaging spread at ridiculous speed, Delta was also able to act quickly, resolve the matter, issue a statement, and control a lot of the chatter right on their social media platforms. It’s hard to weigh the pros and cons and decide in an instance like this if our modern communication abilities hurt, helped, or were indifferent to Delta, but the fact remains, “it is what it is.”
Personal feelings on the matter aside, I will say that Delta Airlines is taking full-advantage of their social presence to combat and control the messaging.
Just take a look at the activity on their Twitter and Facebook pages.
Facebook Reaction
While most of the reaction has been closer to the notion, “You should have had the issue under control before the mistake happened,” you can see how the reactions went from mostly negative, then the brand fans sticking up for Delta and applauding, to a more calmed down collection of comments. Here are some examples:
Extreme:
Christina Favero: Too little, too late. You’ve lost my business forever, Delta.
Erika Alvarez Marangos: DISGUSTING!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! DELTA CHARGES AN ARM AND A LEG ANYWAYS!! You should be ASHAMED!!!!!!!!!!!!!!!! WHERE IS YOUR RESPECT for our soldiers that keep our country safe and allow you to fly your expensive airplanes!?!?!?!?!?!?!? Let me tell you you are losing ALOT of business for the disrespect you have shown our military, including myself
Stephanie Sims: I dont think Delta realise what they just started…Think of all the military members, family & friends of those military member….wonder how many people the just lost? thousands? no probably millions. Greedy corperate snobs thats what delta is!
David Ward: We’re done. We won’t fly Delta again. You are in business ONLY because of the sacrifice of our veterans protecting your rights to do business. They got to Baltimore from overseas and you welcome them back with THIS?! Fly Southwest THEY RESPECT AND HONOR OUR TROOPS AND DON’T CHARGE FOR BAGS!
Ros Well: FLY SOUTHWEST!!!
Supportive:
Kim Wargo: Saw your mistake and corrected it very quickly!! Good Form…
Rene Del Valle: for all of you whiners that won’t fly Delta again. good riddance to you. I wouldn’t want your whining self in the cabin when I fly. How is war and the military suddenly Delta’s fault. maybe mortgages should be waived, transportation to airp…
Ashley Taylor: ITS THE MILITARYS RESPONSIBILITY TO GET THOSE BAGS HOME NOT DELTAS.
Joanne Kennedy: Glad to hear this. We all make mistakes but it takes a good company and great management to make changes so quickly! Good for DELTA!
Sal Scire: Enough already, one employee screwed up and the company quickly fixed the problem, people need to spend this much excitement trying to fix the federal government.
Delta Policy
And just for clarification, here is Delta’s official statement on Military baggage exceptions posted on their website.
“Active duty U.S. military personneltraveling on orders to or from duty stations, and active U.S. military dependents traveling on relocation orders, are allowed up to four checked bags in Delta’s Economy Class and Delta Connection® carriers (regardless of cabin), and up to five checked bags in First and Business Class on Delta aircraft only, at no charge. Each bag may weigh up to 70 lbs. (32 kg) and measure up to 80 linear inches (203 cm).
Additionally, military personnel traveling on personal business will be allowed two checked bags up to 50 lbs (23 kg) and 62 linear inches (158 cm) at no charge.”
Takeaway
This is great education on what to do if your company has a PR incident that is gaining digital attention. It goes without saying, but use common sense when representing your brand online. Here are some simple tips to keep you on the right path:
1. Be proactive
2. Remember that whatever goes online, stays online
3. If time and resources are limited, focus your attention on negative, constructive comments. Extreme negative comments have a small likely of being converted. But someone looking for honest communication could become your next brand evangelist
4. Don’t be fake. If you wouldn’t say it to someone in your store, it probably won’t fly online either