United Airlines’ PR Nightmare of 2017: A Social Media Crisis Analysis

By cherishenry |

In April 2017, United Airlines faced a public relations disaster that unfolded dramatically on social media. The incident, involving the forcible removal of passenger Dr. David Dao from a flight, quickly escalated into a crisis that highlighted the power of social media in shaping public perception and corporate reputation. This article examines the events leading up to the crisis, the role of social media in amplifying it, and the lessons learned from United Airlines’ response.

The Incident: A Brief Overview

On April 9, 2017, United Airlines flight 3411 from Chicago to Louisville was overbooked. When no volunteers accepted the airline’s offer for compensation to give up their seats, United selected passengers to be involuntarily bumped. Dr. David Dao, one of the selected passengers, refused to leave his seat, leading to airport security physically dragging him off the plane. The incident was captured on video by fellow passengers and quickly went viral on social media platforms, particularly Twitter and Facebook.

The Role of Social Media in Amplifying the Crisis

  1. Immediate Viral Spread
    • Video Footage: The graphic videos posted by passengers quickly garnered millions of views and widespread outrage. Hashtags such as #UnitedJourney and #BoycottUnited began trending globally.
    • Influencer Amplification: High-profile social media influencers and celebrities shared the videos, further increasing their reach and impact.
  2. Public Outrage and Boycott Calls
    • Global Backlash: Social media users from around the world condemned United Airlines, with many calling for a boycott and sharing personal stories of poor customer service experiences with the airline.
    • Memes and Mockery: The incident spawned numerous memes and parodies, perpetuating the negative sentiment and keeping the story in the public eye.
  3. Media Coverage
    • Traditional Media: Major news outlets picked up the story from social media, creating a feedback loop that amplified the incident’s visibility.
    • Continuous Coverage: The sustained interest from social media kept the incident in the news cycle for an extended period, prolonging the crisis for United Airlines.

United Airlines’ Response and Its Shortcomings

  1. Initial Response
    • Corporate Statement: United’s CEO, Oscar Munoz, initially issued a statement that appeared to justify the crew’s actions, referring to the incident as “re-accommodating” the passenger. This statement was widely criticized as tone-deaf and insincere.
    • Internal Email: An internal email from Munoz to employees, which was leaked to the public, described Dr. Dao as “disruptive and belligerent,” further inflaming public anger.
  2. Subsequent Apologies
    • Public Apologies: Faced with mounting backlash, Munoz issued multiple apologies, expressing regret for the incident and promising a review of company policies. However, the damage had largely been done.
    • Policy Changes: United announced policy changes, including increased compensation for bumped passengers and a reduction in the use of law enforcement for passenger removals.
  3. Financial Impact
    • Stock Market Reaction: United’s stock initially dropped significantly as the crisis unfolded, reflecting investor concerns about potential long-term reputational damage.
    • Customer Trust: Surveys and social media sentiment analysis indicated a substantial decline in customer trust and satisfaction with the airline.

Lessons Learned

  1. The Power of Social Media
    • Speed of Information Spread: The incident underscored how quickly social media can amplify a crisis, reaching a global audience within hours.
    • Influence on Public Perception: Social media shapes public perception more profoundly than traditional media, often setting the narrative for news coverage.
  2. Importance of Immediate and Appropriate Response
    • Transparency and Sincerity: Immediate, transparent, and sincere responses are crucial in crisis management. United’s initial defensive posture exacerbated the situation.
    • Proactive Communication: Engaging proactively with the public on social media can help mitigate negative sentiment and demonstrate accountability.
  3. Need for Robust Crisis Management Plans
    • Preparedness: Companies must have robust crisis management plans that include social media strategies to respond swiftly and effectively to incidents.
    • Training: Employee training on handling conflicts and understanding the implications of social media is essential to prevent and manage similar crises.

Conclusion

The 2017 United Airlines incident serves as a stark reminder of the transformative power of social media in crisis situations. It highlights the necessity for companies to be prepared, responsive, and genuinely empathetic in their communications. As social media continues to evolve, so too must the strategies that organizations employ to navigate the complex landscape of public relations and crisis management.

 

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