us airways 1549 & digital crisis management
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Online Crisis Audit:
Analysis of the online response to crash of US Airways Flight 1549
January 15, 2009
Monitoring commenced at 4 pm ET
(All datelines are ET)
Brendan Hodgson, VP Digital, H&K Canada
brendan.hodgson@hillandknowlton.ca
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
3:49 PM ET 3:49 PM ET 3:49 PM ET 3:49 PM ET ****– first
image appear on
Flickr (within approx.
10 min of incident)
* All times are approximate
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Circa 4:00 PM ET Circa 4:00 PM ET Circa 4:00 PM ET Circa 4:00 PM ET
– traditional media
reports begin
feeding online
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:05 PM ET 4:05 PM ET 4:05 PM ET 4:05 PM ET –
US Airways site
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:07 pm 4:07 pm 4:07 pm 4:07 pm – Online
media coverage
reaches 30+
articles/feeds in
within minutes of within minutes of
crash
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:12 pm 4:12 pm 4:12 pm 4:12 pm – Within
30+ minutes, video
pulled from online
media coverage is
posted to YouTubeposted to YouTube
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:16 pm ET 4:16 pm ET 4:16 pm ET 4:16 pm ET –
Twitter moves into
overdrive with
hundreds of tweets
on the crashon the crash
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:21 pm ET 4:21 pm ET 4:21 pm ET 4:21 pm ET –
Multiple
photostreams
appear on Flickr
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:22 pm ET 4:22 pm ET 4:22 pm ET 4:22 pm ET –
Up to 90+
articles online
within 40+ min
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:23 pm ET 4:23 pm ET 4:23 pm ET 4:23 pm ET –
US Airways site
45+ minutes
after incident
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:24 pm ET 4:24 pm ET 4:24 pm ET 4:24 pm ET –
Continued
addition of
photos to Flickr
– 17+ added – 17+ added
within the hour
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:25 pm ET 4:25 pm ET 4:25 pm ET 4:25 pm ET –
Already mass
coverage
internet-wide,
(‘000s of (‘000s of
mentions across
blogs, media,
forums etc.)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:25 pm ET 4:25 pm ET 4:25 pm ET 4:25 pm ET -
Twit pic / iPhone
– first mention
of citizen photos
through twitterthrough twitter
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:30 pm ET 4:30 pm ET 4:30 pm ET 4:30 pm ET –
The definitive
image of the
crisis: taken by a
Ferry commuter, Ferry commuter,
posted to Twitter
via Twitpic within
initial minutes of
incident
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:30 pm ET 4:30 pm ET 4:30 pm ET 4:30 pm ET –
The definitive
image of the
crisis: the
original twitter original twitter
post as provided
by Silicon Valley
Insider
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:30 pm ET 4:30 pm ET 4:30 pm ET 4:30 pm ET ----
US Airways Site
(intermittent
service outages)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:30 pm ET 4:30 pm ET 4:30 pm ET 4:30 pm ET –
Site ads are
removed from
main corporate
sitesite
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:33 pm ET 4:33 pm ET 4:33 pm ET 4:33 pm ET –
more images –
Citizen and
media-
generated -generated -
begin
aggregating
across key sites
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:38 pm ET 4:38 pm ET 4:38 pm ET 4:38 pm ET –
First statement
hits US Airways
site
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:38 pm ET 4:38 pm ET 4:38 pm ET 4:38 pm ET –
First statement
hits US Airways
site
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:40 pm ET 4:40 pm ET 4:40 pm ET 4:40 pm ET –
News articles hit
400+
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:42 pm ET 4:42 pm ET 4:42 pm ET 4:42 pm ET –
Already more
than 20+ videos
on Youtube –
primarily news primarily news
coverage (no
original video
coverage)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:45 pm ET 4:45 pm ET 4:45 pm ET 4:45 pm ET –
FAA site / no
mention of
incident
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:45 pm ET4:45 pm ET4:45 pm ET4:45 pm ET -
already 180+
comments on
national/major
media article media article
(USA Today)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:45 pm ET 4:45 pm ET 4:45 pm ET 4:45 pm ET –
Wikipedia
tracking at
speed of media
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:45 pm ET 4:45 pm ET 4:45 pm ET 4:45 pm ET –
Wikipedia
tracking at
speed of media
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
ONGOINGONGOINGONGOINGONGOING –
Live video
streaming of
passenger
rescues / rescues /
commentary /
3rd party experts
etc.
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:50 pm ET 4:50 pm ET 4:50 pm ET 4:50 pm ET –
Story leads on
home page of
virtually every
major media major media
website
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:00 pm ET 5:00 pm ET 5:00 pm ET 5:00 pm ET –
2nd statement
from US Airways
posted to site
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:00 pm ET 5:00 pm ET 5:00 pm ET 5:00 pm ET –
2nd statement
from US Airways
posted to site
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Approx 5:00 pm Approx 5:00 pm Approx 5:00 pm Approx 5:00 pm
ET ET ET ET – Dark Site
launched
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:00 pm ET 5:00 pm ET 5:00 pm ET 5:00 pm ET –
updates
continue to feed
through major
blogs / blog blogs / blog
publications
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:01 pm ET 5:01 pm ET 5:01 pm ET 5:01 pm ET –
personal impact
statements –
how they or
people they people they
know have been
directly affected
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
4:55 pm ET 4:55 pm ET 4:55 pm ET 4:55 pm ET -
articles appear
on the online
impact of the
story – less than story – less than
1.5 hours after
incident
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:01 pm ET 5:01 pm ET 5:01 pm ET 5:01 pm ET –
3rd party sites
feed critical data
related to
incident (e.g. incident (e.g.
FlightAware’s
tracking of the
plane)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:09 pm ET 5:09 pm ET 5:09 pm ET 5:09 pm ET –
live streamed
video press
statement from
CEOCEO
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:25 pm ET 5:25 pm ET 5:25 pm ET 5:25 pm ET -
350+
comments
within nearly 2
hours of incidenthours of incident
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:45 pm ET 5:45 pm ET 5:45 pm ET 5:45 pm ET –
approx.
thousands of
blog mentions
within 2+ hourswithin 2+ hours
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
5:55 pm ET 5:55 pm ET 5:55 pm ET 5:55 pm ET -
diversity of
observations from
Twitter – re. media
calling for eye calling for eye
witnesses, spread of
images, ambulance
chasing lawyers,
media analysis etc.
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6 pm ET 6 pm ET 6 pm ET 6 pm ET ---- third
statement posted
by US Airways
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6 pm ET 6 pm ET 6 pm ET 6 pm ET ---- third
statement posted
by US Airways
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6:05 pm ET 6:05 pm ET 6:05 pm ET 6:05 pm ET –
images continue
to propagate
across the web
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6:10 pm ET 6:10 pm ET 6:10 pm ET 6:10 pm ET –
ex-US Airways
employee
Twittering on
accident – mis-accident – mis-
identified as
spokesperson /
inadvertent
brand-jacking(?)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Approx 6:31 pm Approx 6:31 pm Approx 6:31 pm Approx 6:31 pm
ET ET ET ET – Message
posted to
NYC.gov site
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6:35 pm ET 6:35 pm ET 6:35 pm ET 6:35 pm ET –
Pilot’s web site
(found and
disseminated via
Twitter)Twitter)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Approx 6:30 pm Approx 6:30 pm Approx 6:30 pm Approx 6:30 pm
ET ET ET ET – “Ambulance
chasers” move
online (3 hours
after incident)after incident)
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6:30 pm ET 6:30 pm ET 6:30 pm ET 6:30 pm ET –
Fourth statement
– transcript of
CEO’s media
statement posted statement posted
online
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
6:30 pm ET 6:30 pm ET 6:30 pm ET 6:30 pm ET –
Fourth statement
– transcript of
CEO’s media
statement posted statement posted
online
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Approx 7:00 pm Approx 7:00 pm Approx 7:00 pm Approx 7:00 pm
ETETETET – more
photos emerge
from citizen
journalistsjournalists
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
By Approx 8:00 By Approx 8:00 By Approx 8:00 By Approx 8:00
pm ETpm ETpm ETpm ET –
additional images
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
As of 8:30 pm As of 8:30 pm As of 8:30 pm As of 8:30 pm
ETETETET---- US Airways
FB group comes
to life with
messagesmessages
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Day 2Day 2Day 2Day 2 AMAMAMAM–
Data pulled from
Flightaware to
create a map
tracking the tracking the
movements of
the aircraft
US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549US Airways Flight 1549
Day 2 Day 2 Day 2 Day 2 – More
than 39
Facebook groups
celebrating the
pilotpilot
top related