Managing Social Media Crises – A Case Study of Singapore Airlines
Singapore Airlines faced a crisis when an emergency landing due to turbulence became global news. How did the airline navigate the crisis and manage its social media responses?
At a glance
Industry
Airline
Group Revenue
US$14.6 billion
FY 2023/24
Case Focus
Social Media Crisis Management
Abstract
Singapore Airlines faced a significant crisis following a severe turbulence incident on flight SQ321, which resulted in passenger injuries and even fatality. This case study examines the airline's response, particularly its strategic management of social media channels to address the situation and maintain its reputation.
This case study explores Singapore Airlines' use of owned and earned media during the crisis, focusing on specific elements that contributed to an effective response. It highlights the airline's commitment to swift, empathetic, and transparent communication through consistent updates and carefully crafted messages. The case study also delves into specific strategies, including the use of text posts, a CEO video message, and targeted communication on selected platforms. It also analyzes the role of earned media generated through social media engagement and news coverage, demonstrating how these efforts helped shift public sentiment from negative to positive and rebuild trust in the brand.
All rights reserved. © 2025 Nikkei Business Lab Asia. No part of this publication may be copied, stored, or transmitted in any form. Copying or posting is an infringement of copyright.
Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).