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#QantasLuxury: what happens when twitter users & social media ‘experts’ vie for infamy on a slow news day

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The latest #QantasLuxury debacle should be a case study in ridiculous media over-reactions more so than one about social media fails. If you take away the fame-chasers, the clueless self-appointed social media ‘experts’, the sheep and the spambots, all that remains is a few quality insights that prove the success of the wider Qantas social media strategy much more than the failure of one non-descript, miniscule element of it.

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7

Using social media for crisis management: the Qantas #ashcloud case study

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Social media is fast being recognised as one of the best methods to share information quickly and effectively during periods of crisis. This certainly proved to be the case for Qantas during the 16-day period where hundreds of flights were disrupted due to a volcanic ash cloud affecting airspace. At a time where traditional customer contact channels were proving inadequate, the use of Twitter, Facebook and YouTube to communicate and engage with customers proved invaluable. This case study outlines the strategy, statistics and success of Qantas’ social media activity during this time.

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