Posted by: Sid Williams

So this social media thing… it’s not going anywhere. In fact, it’s one of the most important things to happen to the internet in recent history. Its powerful. So powerful, in fact, that it saves and destroys companies every day. Here’s a story of how it saved a company, but it begs the question – should the company have been saved?

As everyone is aware, SeaWorld recently had another attack happen to a trainer by one of their prize performers, the “Shamu” Orca Whales, also known as Killer Whales. Unfortunately, one of these whales finally lived up to its name. Trainer Dawn Brancheau was drowned by SeaWorld’s largest and, apparently, most temperamental Orca. The tragedy was made even worse as it occurred in front of a live audience filled with terrified children and shocked parents.

The story quickly spread though the internet via a variety of social networks as well as mainstream news outlets. It was soon the most talked about issue on Twitter. Many questions arose about the whale’s violent past and SeaWorld’s safety precautions, as well as the issue of keeping these predators, or any animals whatsoever, in captivity.

Here’s where SeaWorld saved their business from the very real possibility of their theme park coming to an end: they reacted immediately to the social backlash.

As soon as the incident happened they had tweeted and posted on Facebook the acknowledgment of the attack and the tragic loss of their trainer. In just a few hours, SeaWorld CEO Jim Atchison announced an investigation on the park’s official blog and left the post open for comments. The next morning they suspended their playful Twitter account “Shamu,” redirecting it to their main Twitter feed which included updates on the investigation and future plans.

They responded to their harshest critics as well as their most loyal fans, a move that can only enforce that loyalty. They posted videos about the loss of Brancheau, referring to her as a member of their family. Atchison even streamed a press conference live on the park’s blog which was later submitted to YouTube.

The park’s fan page on Facebook was where the most interesting conversations were taking place, marked by harsh criticisms of SeaWorld and outright hatred of having animals in captivity. However, it wasn’t SeaWorld responding to these critics, but their loyal 100,000+ fan base. Those fans who felt a deep loyalty to the park responded and answered questions, defending their beloved SeaWorld.

This is what every company can expect from deft use of social media: building brand loyalty and customer relationships.

The lesson: Don’t ignore problems, and don’t just hope a crisis goes away. Instead, react quickly, acknowledge the concerns, and listen. Social media gives companies a prime opportunity to do just that.

In my personal opinion, and I mean no disrespect to the people the love SeaWorld, but the practice of capturing these beautiful animals (and this includes all dolphins) should be against the law. If you want to see Orcas, go to Vancouver or the Northern Coast of Newfoundland, or any other place that these amazing animals can be seen in their own environment. Believe me, seeing Orcas with their dorsal fin fully raised, swimming and breaching with their families is nothing short of amazing. Much more so than seeing them performing tricks or pushing trainers through a pool.

Learn the lesson here about social media, but please don’t go to these parks and support them.

What do you think? Are you in support of SeaWorld, or against it? Also, what do you think of how SeaWorld handled the situation? Does it make you look at your own social media strategy a little more closely?

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• social media
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