The french airline company came with a touchy problem: users mostly engaged with their Facebook page to submit complaints. They asked to come up with a crisis management plan and deploy it along with community management.
To retake control over the brand image, I deployed a crisis management plan in three parts: widely monitor complaints (web & social media), interact with every user and handle their questions, give a clear purpose to each social media account (Facebook for brand promotion, Twitter for live customer support). In a few days, the brand was receiving positive feedback from happy customers.
Along with crisis management, I implemented a proper community management on Facebook. With fun content focused on the destinations that XL Airways offers, users started again to engage on them, rising the visibility, acquisition and conversion of the page.
