SeaWorld’s social media reaction started quickly with a tweet and a Facebook post acknowledging the attack and the tragic loss of its trainer. A few hours later, SeaWorld Orlando CEO Jim Atchison announced an investigation on the park’s blog and left the post open for comments. The next morning, the company sensibly suspended its playful ” Shamu” Twitter account, redirecting visitors to the park’s main Twitter account, which included updates on its investigation and plans. It also responded to some of their supportive fans. Videos about the loss of Brancheau, referred to as a member of their family, were posted to YouTube and a press conference with Atchison was streamed live on the park’s blog.

The most interesting conversation was taking place on their Facebook fan page, where people left comments such as, “Stop making money off of exploiting animals!! Free the whales!!.” SeaWorld wasn’t answering most of the questions and comments, but some of their 100,000 plus Facebook fans did. Those fans showed a deep loyalty to the park and were able to answer questions and defend SeaWorld. It’s exactly the best of what a company can expect from social media: building customer relationships and earning brand loyalty.

In contrast, the reaction was much different last April when two Domino’s Pizza employees posted YouTube videos of themselves doing repulsive things to food they were preparing for customers. Within a day, the clips had been viewed about 200,000 times and complaints about Domino’s spread on Twitter and other social media sources. According to a story in the San Francisco Chronicle, company executives worried that an official response might cause more people to view the clips.

More people viewed them anyway: there were nearly a million viewers after two days. The New York Times reported consumer perception of the brand had turned negative within hours.

Finally, after two days, Domino’s made its public apology on YouTube and fired the two employees. But by that time, the damage was done. Perhaps the snafu has something to with their latest ad campaign, involving Domino representatives’ stating the company is listening to customer feedback including complaints that the pizza tastes like cardboard and it is responding by changing the recipe.

The lesson here is that in crisis situations, don’t ignore the problem. Don’t hide. Instead, acknowledge the concerns and listen. Social media gives companies and individuals a prime opportunity to do that.

Seth Liss is news community manager for SunSentinel.com. You may reach him at sliss@sun-sentinel.com.

Source: articles.sun-sentinel.com