Southwest got some practice implementing crisis control in the Internet age after Kevin Smith sent out a flurry of Twitter messages to his legion of followers. Fans were furious, the media picked up on the story and the rest was history.
So many public relations people diligently make a daily practice of blogging, Tweeting and Facebooking, mostly to an audience of no one. Only when things fall apart is the importance of having those established networks made clear.
But the true test is whether Southwest's spin control was able to smooth the feathers it ruffled. Are you satisfied by Southwest's reaction? Do you think Smith was making a big deal over nothing? Do you think Smith got the reaction he did only because he's famous, or do you think an average consumer could have made the same impact?
Still, Smith doesn't think Southwest handled things very well. But in a situation like this, who gets the last word?
---Samantha Maziarz Christmann
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