Social media silence was a bad strategy for Carnival

After the Costa Concordia cruise ship ran aground last month, Carnival Cruise announced that it would put its social media activity on hold while it managed the crisis. That was a mistake, and made it hard for the company to manage a burgeoning Twitter and Facebook firestorm, Glenn Engler writes. "Online never shuts down, and the public traffic only grew more intense and more negative, and Carnival wasn't present to moderate any of it," Engler writes. Advertising Age (tiered subscription model)/DigitalNext blog More news results »