How can social media help when unions take strike action?

Bristish Airways has recently retained the services of DigitalAgency.com to create a social media strategy for them to increase the touch points with its customers base and provide them with the ability to get updates on availability of services etc out fast if the upcoming threatened industrial action goes ahead.

CEO Willie Walsh has even got in behind the strategy posting a "personal" two and a half minute video clip on YouTube in which he outlines his and the airlines position and how dissapointed for their customers he is that the strike action has been called. He also states they have done everything they can in the negotiations with the union.

By getting the message out through social media there is no doubt that the negative impact on BA's brand will be reduced as many customers will at least have an understanding of the issue and be kept informed of what is happening in a much more real time way than in the past when strikes were in place.

This is going to be a dogfight and it will hurt everyone however by utilising mediums such as twitter to update travellers BA may also enjoy the flow on effect of reduced calls and complaints over the strike period so whilst not directly contributing to additional sales in this manner social media is protecting the lifetime value of clients.