Skift Take
The social media misstep by the world’s busiest airport is a reminder of the challenges faced by brands big and small when communicating online. Could greater oversight of the offending post and its subsequent fallout have minimized the impact?
Atlanta’s Hartsfield-Jackson Airport is facing sharp criticism for its social media response to a deadly accident.
On Tuesday, two Delta Air Lines staff were killed and another seriously injured after a tire explosion at a maintenance hangar near the airport. The Associated Press reports that the federal Occupational Safety and Health Administration has opened an investigation.
Posting on its official X account in the hours following the accident, a message from the airport read: âOur prayers are with the families affected by the tragic incident at Delta Air Lines’ Technical Operations Maintenance Facility this morning. We send condolences to our partners as they continue to âKeep Climbingâ during this difficult time.â
The use of Deltaâs âKeep Climbingâ corporate slogan within the airport’s condolence message was met with disbelief and accusations of poor taste by many social media users. Atlanta is home to Delta’s company headquarters and is its largest base. There is no indication that Delta was involved in the publication of the airport’s message.
As of 11am ET on Wednesday, the X post has received more than 130 comments, with the vast majority disapproving of the content.
A Huge Spike in Views
The post – which is still live on Atlanta Airportâs feed at the time of publication – has been viewed more than 512,000 times. For context, a typical X post from the airport receives between four and six thousand views.
Even messages shared during periods of severe disruption typically receive views in the tens of thousands. For example, a post published during the peak of Deltaâs CrowdStrike meltdown in July has been seen 51,000 times – just a tenth of Tuesdayâs post.Â
âCould ya keep the corporate sloganeering out of the condolence message?â read one response, while another asked âThink if McDonald’s released a statement about employee deaths and said âI’m loving it.â That’s what you did, Atlanta Airport. WTF?â
I’m sorry but it is highly inappropriate to put a slogan right next to the condolence message. If you’re this lazy, at least a chatgpt check would have saved you.
— Varun Solanki (@varunb777) August 27, 2024
A further user queried if AI could have offered a more fitting response to the tragedy: âI’m sorry but it is highly inappropriate to put a slogan right next to the condolence message. If you’re this lazy, at least a ChatGPT check would have saved you.â
This is a horrible post. You should be ashamed. Two men went to work this morning and won’t be returning home to their families. To use this slogan in the way you did is horrific. Shame on you.
— Jack Moers (@Jack_Moers) August 27, 2024
For its part, Delta shared a short statement on Tuesday following the incident: âThe Delta family is heartbroken at the loss of two team members and the injury of another following an incident this morning at the Atlanta Technical Operations Maintenance facility. We have extended our full support to family members and colleagues during this incredibly difficult time.â
Skift has contacted Atlanta Airport and Delta Air Lines for comment.
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