How Social Media Saved SeaWorld

SeaWorld’s recent tragedy allowed the power of social media to be tested. On a daily basis, thousands of people tweet about social media in one way or another, and companies use social media as part of their marketing communications.  PR is no different. Among the social media negativity are your loyal defenders.  Using social media as their ammunition, your brand loyalists can come to your rescue in a crisis situation.

Soon after SeaWorld Orlando’s recent tragedy occurred, the news became an instant trending topic on Twitter. As quick as the world was responding to the news, Sea World had to respond immediately.

First, SeaWorld responded with a tweet and wall post on their Facebook page officially announcing the attack, and SeaWorld’s CEO, Jim Atchison, posted a blog about investigating the situation.

Second, SeaWorld suspended their Shamu Twitter account and directed everyone to their main Twitter account which continues to be updated.

Third, the press conference Atchison held was streamed live on their blog.

All blog posts were left open for comments. Although receiving a lot of negative comments on their blog and Facebook fan page, SeaWorld loyalists, left their kind sentiments, answered questions directed at SeaWorld and offered condolences to the trainer’s family.

The customer relationships SeaWorld has been building for years has turned park visitors into brand loyalists and social media has made those brand loyalists more important.

SeaWorld’s response is an excellent example of how social media is an element of public relations even when it comes to crisis communications.