#ashcloud

5 people in my house have been screwed round by volcanic ash this week - yes I live with a lot of people (who all seem desperate to get out of Tasmania).

Two of my housemates were meant to go to Thailand today and I expected them to be devvo. But they seem to be handling it pretty well. Same goes with Australians at large - guess we're pretty easy going folk (though sentiment is no doubt being swayed by heavy social media efforts from airlines).

@jetstarnews are all over it - which is kinda cool to see. Right now #refund, #resume, #cancelled, #ashcloud etc are big trending topics. I guess that's how you hold it down on the edge of a PR crisis.

Who's holding it down?

Based on a quick social search on 'brand + ash', Jetstar and Qantas appear to be going pretty hard - and on the surface, it seems to be paying off... Easy to see who's using social media for the right reasons, and who isn't.

Sentiment 4:1

Strength 24%

Reach 23%

Sentiment 3:1

Strength 32%

Reach 25%

Sentiment 2:1

Strength 4%

Reach 10%