(Reuters) - With the prolific British Tweeter Stephen Fry celebrates an aircraft on the ground by an engine failure less than a week after a work stoppage of services related to count as an accident to an airline.
But the Australian airline Qantas PR Hell Week has shown the dangers of treating social media like Facebook and Twitter as a marketing channel of a path.
In the last year or two, many companies have come to understand the value of social media monitoring to gauge public sentiment about their brands and services.
But few have yet been able to create an effective two-way conversation with their followers, and those who comment on your online activities - allowing them to be discussed without taking part.
On Friday, Fry 3.3 million followers on Twitter (@ stephenfry) has learned before the home of the press in Sydney engine failure had forced a Qantas A380 London bound to divert to Dubai, where Fry Twitter "Bugger forced to land in Dubai.".
As the hours passed and Fry language has more colorful, especially when she discovered her wallet was still in the plan, the media jumped from London to Sydney in history, with the British newspaper Daily Telegraph describing the plane carrying 258 people "flying by Stephen Fry."
"When you have been very influential people tweeting negatively on you, it is very unfortunate," says Alex Clough, a digital strategist global communications consultancy firm Lewis PR.
But Clough and others say that such situations may be more frequent, and organizations should consider as Fry Twitter evangelists in their strategies for social media.
"He's one of those people who really symbolizes Twitter ... so it makes sense for people who follow him everywhere, to see what is for sure you're happy," said University of East London Professor of Education John Preston , which is investigating the use of Twitter in disaster situations.
Qantas has been severely condemned for not communicating with customers when it bases its entire fleet last weekend, even asking its 70,000 passengers stranded by not touching the contact center.
Last Friday, had recovered to the point of publicly engage with customers and other Fry, tweeting: "Mr. Fry, the portfolio has been found and is on the way back to you in the end" and "With a sense of humor."
However, as Clough said: "If you win tens of thousands of people to the land ... can not physically go to each Twitter."
Paul Charles, founder and managing director in London to travel to crisis communications consulting Perowne Charles Communications, said: "Qantas have certainly raised their game - must have ... but much farther to go."
Four hours WINDOW
The global travel industry has been forced to learn quickly when an ash cloud from a volcano in Iceland closed airports across Europe a year and a half, causing mayhem among the stranded customers.
"It was a real warning for companies that act together with governments introduced legislation to force them to act," says Charles.
Bernhard Warner, co-founder of the Social Influence Media Consulting, said the event was as much as it was to wake up the passengers on airlines.
"Thanks to Stephen Fry in the world, we suddenly do not have to live with the silence of radio anymore," he said.
Industry had received a warning two months before the volcano erupted in Iceland, when the low-cost carrier Southwest Airlines U.S. out of the movie, Kevin Smith, the flight is too large to fit into place.
Smith triggered an avalanche of complaints about his treatment in his Twitter account - followed by 1-1/2 million people, some shared their own experiences of rejection - and the Southwest, finally apologized publicly.
These incidents made to the industry to understand Twitter and other social media are not a one-way channels of marketing messages, and can bite back.
"They understood that it is not enough to push marketing messages in the throats of the people when the sky is falling," says Warner.
Just as the positive attitude, speed is important when it comes to people in need - the companies have about four hours of the window to win or lose the battle of public relations, London, Professor Preston said. "If a company says that the machine is locked at the airport, it's too late. People have to share opinions, which at that time.
"You have a very short window in which the source of what is happening on the ground before people begin to move about. People are looking for things, then, emotions are going in one direction and another."
The majority of the industry is still operating at a much lower level of sophistication, said PCC is Charles, which provides cost Lufthansa airline BMI, which is sold to British Airways owner AIG as an example.
"At six o'clock on a Friday Tweet was actually done." S All of us have a good weekend, see you Monday, "he said.