Recently, United Airlines promoted a tweet on the top of its Twitter stream to report that the company’s computer malfunction crisis had been resolved. While its crisis communications via social media was poor during this crisis, the company was wise to alert customers, fans, and market that the crisis had been resolved. It’s important to clearly mark the end of a crisis, and the way United did it was effective.
However, if you have the budget, this promoted tweet strategy can be effective during all stages of your social media crisis communications. Imagine this: People are searching Twitter to learn more about the crisis that your company or organization is currently facing. Among the tweets and retweets galore, they will also discover your targeted message regarding the crisis, along with a link to a Web page that you choose—and it’s all at the top of their search results.
The benefits of paying for a promoted tweet during a crisis are to: