Finnair used Facebook successfully in its crisis communications
Tuesday 27, April 2010
During the recent ash cloud crisis, Finnair made good use in its communications of its Facebook page, which was very well received among followers of the page. At best, individual postings were viewed more than 50,000 times.
"Facebook has proved to be an excellent communications channel in exceptional situations when our normal customer service has been extremely busy. We absolutely intend to continue our good start in the social media and to find new ways to serve our customers," says Finnair's SVP Communications Christer Haglund.
Through transparent customer service, it is possible to help more customers at the same time, and followers of the page, moreover, have also been helping each other. Finnair aims to invest in new forms of customer communications, and in any future crisis Facebook will certainly be one of the customer service channels used.
In normal circumstances, Finnair's Facebook page acts as an interactive communications and marketing tool. "Now we'll continue once again to use our Facebook page to communicate interesting and entertaining topics and to continue fruitful interaction with our customers and other followers," continues Haglund.
Without the aid of external promotion, Finnair's Facebook page passed the 10,000 follower milestone at the weekend. The Facebook page was established in mid-March this year. In the early stages of the volcanic ash cloud crisis, the page attracted up to 1,000 new followers per day.
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