Aurigny's decision to snub Facebook 'a PR own goal'

Aurigny turned off comments on the social media post making the announcement

Aurigny's decision to stop using social media to announce delays has been described as "a PR own goal".

Corporate communication expert Nick Britten said the company's move to only post details on its website was a "retrograde" step.

The States-owned Guernsey airline announced the decision following a survey of customers in January.

Aurigny said the move to a dedicated webpage would reduce the risk of information being missed.

'It's just bad'

Mr Britten, who advises business leaders on corporate communication, questioned the decision making of the airline.

"Social interaction with customers has become an increasing part and a bigger step forward for most travel companies across the industry," he said.

"I'd be interested to know why they think it's a bad idea.

"How are they going to communicate and answer customer questions?"

Mr Britten said customers trust companies that respond quickly on social media.

"If they can't get through and they can't get the answers that they need, it's just bad for the organisation's reputation," he said.

He added that the airline must "still find a way to answer people's questions very simply and very quickly".

'Enhance our communication'

Aurigny said that fewer than half of the people who took part in its communication preferences survey said they interacted with the airline via Facebook.

"In response we have taken proactive steps to enhance our communication," a spokesperson said.

"This page will be the go-to resource for real-time updates, essential information and travel-related disruptions.

"In addition to sending text messages and emails to affected customers during disruption, we have launched a dedicated disruptions page on our website," the company said.