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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.