DIG Article on Carnival’s Social Media “Retreat” featured in AdAge

February 15, 2012

On February 15, 2012, Glenn Engler’s article on the recent Costa Concordia cruise ship disaster and the brand’s approach to managing their social media channels following the event was featured in AdAge’s DigitalNext column.

Check out the article to find Glenn’s thoughts about Costa/Carnival’s approach to responding to the disaster via their social media channels, the changes in conversation volume/consumer sentiment, and how consumers connected the Carnival brand with the accident (even though Carnival decided to have Costa executives be the ones out in front of the public, instead of senior Carnival executives).