Boeing sends just two tweets and Ethiopia Airlines ignores social media entirely during Dreamliner Heathrow fire

Boeing sent just two tweets as reports of another Dreamliner fire spread around the world, while Ethiopia Airlines ignored the situation entirely on social media, despite the number of conversations that were taking place. The Boeing Dreamliner 787, flown by Ethiopia Airlines caught fire and closed the airport while firefighters took control of the situation, and sending the company’s shares plummeting. The two messages sent by Boeing did little but acknowledge that the fire had taken place.

However, Ethiopia Airlines, which does has a Twitter account, chose to ignore the situation on social media, choosing instead to issue a statement which read: “Today on Friday, 12 July 2013, smoke was detected from Ethiopian Airlines B787 aircraft with registration number ET-AOP, which was parked at London Heathrow airport for more than eight hours.“The aircraft was empty when the incident was observed.“The cause of the incident is under investigation by all concerned.”The airport itself however actively used social media to inform passengers and outside observers of the situation and how it was affecting services. Meanwhile, as both companies chose to largely ignore tweeting information, thousands of messages about the incident and pictures of the plane emerged on Twitter from stranded passengers and media at Heathrow airport. The airport also tweeted when its runways were clear when flights were able to resume once more.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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