cclttwitter
6 years ago
 

Carnival Splendor and 1-way social media response from Carnival

Since the Carnival Splendor crisis began Monday morning, Carnival Cruise Lines has posted four updates on its Facebook page and tweeted the links.

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Carnival has to get credit for providing updates in a crisis and for taking to the social media airwaves about it, although the updates aren’t extremely timely.

For example, the latest update — posted about 12 hours ago, as of this writing — about the stricken Carnival Splendor, says the ship is being towed to Ensenada, Mexico, although actually the plan now is to tow the vessel straight to San Diego, according to published reports.

No one is saying it, but perhaps there were safety concerns about disembarking at the port in Ensenada, and then transporting passengers on the nightmare cruise by bus to San Diego.

Carnival has said and done all the right things about reimbursing passengers, but one can find fault with the cruise line’s response on Facebook and Twitter because the communication is such a one-way effort.

For example, beneath CCL’s fourth update about the Carnival Splendor, which was on the first leg of a Mexican Riviera cruise when an engine room fire disabled the ship, there currently are 113 comments from Facebook users.

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Many of the Facebook comments are supportive of Carnival and sympathetic about the woes of the cruise line regarding the Carnival Splendor incident.

But, with 113 comments and counting, you’d think Carnival would have the social media resources and personnel available, and wherewithal to comment about the comments — to engage in some dialogue with its fans and customers.

Why not give the cruise line a voice and get in there and mix it up with your customers, most of whom are saying great things about the Carnival experience generally?

Missed opportunity for Carnival.

But, there is no such engagement and interaction.

Apparently, Carnival thinks it is enough to publish an update and walk away.

The cruise line is taking the same approach on its Twitter account. The only thing it has tweeted about the incident is links to its four press-release-like updates.

That shows a lack of understanding of social media — or perhaps a paucity of conviction about the worth of social media communication.

On another note, the Carnival Splendor crisis is a weird one in another manner from a social media perspective.

That’s because much of the communication is disabled on the ship and thus we’ve yet to see much on Twitter and Facebook from the passengers themselves.

Where are the videos and photos of the relatively horrific conditions on the ship?

Rest assured we’ll be hearing and seeing plenty from Carnival Splendor passengers in the next couple of days.

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Dennis Schaal

About the Writer :: Dennis Schaal

Dennis Schaal was North American editor for Tnooz.

 

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  1. Top Tnooz this week - Social media will get you in the end, academic forecast | Tnooz

    […] Carnival Splendor and 1-way social media response from Carnival […]

     
  2. Hal

    The other aspect of all that is that you only get what you pay for. Whether it’s RC or Carnival, you’re going bargain basement in this part of the world, so not surprising really that Carnival’s main concerns are repairing physical damage and indemnifying themselves as much as possible rather than the luxury of hypersocial interactivity.

     
    • Tiffany

      “But, with 113 comments and counting, you’d think Carnival would have the social media resources and personnel available, and wherewithal to comment about the comments — to engage in some dialogue with its fans and customers. Why not give the cruise line a voice and get in there and mix it up with your customers, most of whom are saying great things about the Carnival experience generally?” Well said.

      This situation is a testament to the importance of a firm crisis communications plan and a social media strategy. Carnival lost out on the opportunity to communicate effectively with potential customers and current which could greatly impact future business for the cruise line.

       
  3. Carnival Splendor -- Carnival tweets, cruise director blogs | Tnooz

    […] acceleration of social media activity followed the posting of this Tnooz story yesterday and comments criticizing Carnival for a lack of dialogue in its social media response to the […]

     
  4. Dayngr

    CCL news can be found at: http://carnival-news.com/

    As someone who used to handle these types of issues for CCL, I can tell you that Guest Relations is prepared to answer any and all questions. They can be reached at CCL’s toll free number. They can also be reached via their contact form which is on the CCL site at: http://www.carnival.com/contactus.aspx

    Guest Relations team members are usually trained in crisis management and are usually the first on the scene to help guests when they disembark, make flight arrangements, hotel arrangements, etc.

    I do agree that CCL had a great opportunity to provide live guest relations support via Facebook and Twitter – especially since they have an entire internet marketing department and an entire department dedicated to guest relations. Though CCL has made great progress by getting involved in social media, they certainly still have a long way to go.

     
  5. Andy from Benchmark Email

    I wish they would have included an email aspect too. Yes, social media is an instantaneous medium. It allows the world to stay up-to-the-minute with the goings on of this ship. That being said, there is a limit to the length of message they can send. Email would provide a bigger platform, and can be sent almost as quickly. Regardless the things that Carnival did right and wrong, can be brought over to email as well. Learn from a company dealing with crisis, before you have to learn on the fly!

     
  6. Eric

    Like Cris, we too were booked on the Nov. 14th Splendor cruise out of Long Beach. As soon as we got the email that the cruise was canceled (which we fully expected) we got on the phone and conference called together with Carnival Customer service. It took a while, but we were able to book a cruise the same week out of Ft. Lauderdale on two of the last rooms on the ship. You say you booked your cruise 8 months in advance, you have to realize that nearly everyone books their cruises that far in advance and that with only five days before that cruise is set to take off, all the rooms are full. We are disappointed but we still want to make the most of our vacation. I’m supportive of the way Carnival handled this terrible situation.

     
  7. TravelDesigned

    Obviously Carnival doesnt thoroughly understand social media. As you say, it is about engaging.

     
  8. Cris

    I am extremely upset about the way things are being handled. I was scheduled to be on that same ship this Sunday Nov. 14th and got nothing but an email stating that my cruise was canceled. In the email they gave me a couple of options, to get my money back and once I called they told me it will take 3 weeks for that to happen. They also give you the option of holding your money for 24months toward a future cruise and a 25% off discount or to call and have them put us on a different ship since they have a wide variety. So initially I am upset because we had a huge group waiting over 8 months for this day to come! I know that it is something that they had no control of but why is it my fault? Shouldn’t they have a back up plan?? So I then call and ask to be put on a different cruise along with not even half of the group now and they tell me that there are no more quad cabins available. So my question is, why not put me in a different room? Why not give me two rooms? Then I checked online and not only did they double their prices from one hour to the other,but they have plenty of rooms left! So now they have doubled their prices to make up for some of their loss and can care less about anyone on that boat now and all of us who were looking forward to our upcoming cruise.

     
  9. Tweets that mention Carnival Splendor and 1-way social media response from Carnival | Tnooz -- Topsy.com

    […] This post was mentioned on Twitter by Dennis Schaal, Dennis Schaal, Faraz Qureshi, Chloé Mathieu, BizBuzz Conference and others. BizBuzz Conference said: RT @TWTraderCom: #socialmedianews Carnival Splendor and 1-way social media response from Carnival – Tnooz http://dlvr.it/8KVZZ […]

     
  10. Faraz

    Spot on Dennis. It’s a completely missed opportunity for Carnival – they could have engaged in a dialogue which could have gone a long way in calming nerves.

    I thought they did a better job during the oil spill engaging with cruise consumers, so not sure why they haven’t engaged this time. More data that companies are still struggling to figure out how to use social media.

     
    • Kim

      as a side note, their Senior Cruise Director, John Heald, is often going back & forth with cruisers and fans on his own Facebook page. Unfortunately, since he’s been on the Splendor, we’ve missed that aspect of interactivity.

       
 
 

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