The executive of Government and Corporate Affairs at Qantas Airlines faced a communication situation that was spiralling out of control. Qantas had launched a contest through the social media service Twitter, asking participants to use Twitter to describe their “dream luxury inflight experience.” However, the competition dissolved as thousands of people used the opportunity to express negative comments about Qantas. By the second day, nearly 15,000 people worldwide had used social media to vent their frustrations with the airline.The executive needs to devise a plan of action, before additional damage is incurred by one of Australia’s strongest brands.
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