qantas airlines case

The case ‘Qantas Airlines: Twitter nosedive’ talks about troubles that the airline faced in the past years. Recently the company made a social media faux pas announcing a twitter contest omitting the bad situation the company is in at the moment. For the dissatisfied customers it was a great opportunity to express their opinion in public. The unsuccessful contest brought a lot of attention, but not in the way Qantas would wish for. The negative opinion was spread and so the public image of the company was damaged. The negative comments came from the fact that the company was suffering from problems with technical condition of aircrafts and problems concerning reaching an agreement with work unions that leads to strikes and finally grounding the fleet for a few days.
Now the company has to face the problems of negative image.

First of all Olivia Wirth should change the crew responsible for the contest and public relations. They should for sure wait with the contest until the situation is stable. They were not monitoring the statements. They did not the research that their company had poor image when the contest has begun. Now we cannot change the past but in the future each decision should be thought through twice.
They should finish the contest as quickly as possible. They have to pick the winner but try not making it loud so the whole thing would quiet down fast. If they decide to use social media communication in the future they should make people instead of robots responsible for what is appearing there. The company should focus on improving the communication with public with social media. Hiring professional stuff or outsourcing would be a good option.
1. Timing
Staring from now for the next month.
2. Audience
Unsatisfied customers especially those who are active on the social media.
3. Key message
‘We are changing for better.’
4. Desire outcome
Better relation with the public. Improved communication.
5. Frequency
A few times a week on