Ooooooooh, ouch. Eurostar provide an object lesson for everyone in how not to do it. The reason I come to this now is because of this piece – which I have lifted from Steve Virgin’s blog (most excellent, by the way, wholly recommended) – which details Eurostar’s commercial and marketing reaction to the – well – cock-up, frankly.
It mentions their social media concerns and demonstrates that social media was not included in their crisis management plan. Oooops.
It simply isn’t something you can ignore. Be prepared – or be prepared for the consequences.