Inside Southwest’s social media response to crisis

Southwest’s social media manager spoke with our sister site, PR Daily, about why the airline immediately turned to social media after one of its planes skidded off the runway at Chicago’s Midway Airport.

Lauded for its communication savvy, Southwest Airlines didn’t disappoint this week when it blanketed social media with updates about a plane that skidded off the runway at Chicago’s Midway Airport.

The airline turned to Twitter, Facebook, Flickr, LinkedIn, Gowalla and FourSquare to update the public about the incident.

Christi McNeill, who oversees the emerging media specialists in Southwest’s communication department, told PR Daily on Wednesday that social media is a key component of the airlines’ crisis plan.

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