How not to handle baggage or a crisis

Air Canada fails at crisis communications in the era of social convergence. A baggage handler is caught on video tossing luggage in less than professional way, Twitter and FB erupt but Air Canada stays silent on social networks.


  1. How AirCanada Handles Your Baggage
  2. Now, on Twitter, the reaction is swift and very unpleasant in the most part for Air Canada. The #aircanada tag is full of vile ...yet, not a peep from Air Canada hours later ....
  3. The news media gets on the story too .... 
  4. But while Air Canada talks to journalists, it fails to address criticism on social networks and their only tweet of the day is about selling tickets and running a contest.
  5. It's not better on Facebook for the "national airline" ...
  6. Not time I flew and retrieved my bag at the end of the line it was busted almost all the way around the entire bag and some of my clothes were hanging out.
  7. Air Canada memo to employees: "Next time make sure customers are not looking when you throw their baggage around with disrespect...Now Get back to work and toss those suitcases!"
  8. But what's on Air Canada's Facebook page?  Oh, nothing about the brewing crisis but a nice video of a new plane being added to the fleet: 

  9. Conclusion: in the age of social convergence ... a response must be immediate, visible and be directed on the same channels where the criticism is being expressed. Dealing with traditional media and ignoring your social properties is a sure way to make the issue linger.